Customer Decision Making Side of E-commerce

Anil Kumar Kashyap, Ajay Kumar


By the end of 2016 about 653 million people in the Asia Pacific region are expected to buy goods and services online. Out of these, a large chunk of customers will be from India. E-commerce is one of the fastest growing sectors in this region. According to the Associated Chambers of Commerce and Industry (ASSOCHAM) this two decades old industry in India is going to touch $ 38 billion mark by 2016 (NARASIMHAN, 2016). Researchers and policy makers are expecting a high growth of this industry, which is currently growing with a rate of more than 50 percent. Evolution of information technology and economic prosperity are the two dominant factors for this unexpected growth of E-commerce. Therefore, researchers of E-commerce restricted themselves in these two areas. Very few researchers have explored the customer or user side of E-commerce. However, customer is the key stakeholders as well as the biggest beneficiaries of E-commerce boom. This article focuses on the decision making in E-commerce purchase. It will also highlight different factors responsible for shortening the consumer decision making while purchasing online. The other important issue discussed in this article is about elimination or the reduction of DMU (decision making units) components in Individual decision making.

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