E-COMMERCE AS A TOOL OF EXPANSION

Abstract

Now a days, Internet has become one-window for all the internet users in terms of searching for their day-to-day needs due to swift growth in the technology. For their small requirements like shoes to large appliances like refrigerator, they seek it on the internet. The variety or the product and huge number of people seeking them makes competition tighter between the e-commerce providers. In order to attract majority of thecustomer they have to stand out from their competitors. Referral marketing is another aspect which e commerce platforms have been using to maximize their reach to prospectcustomers. They also make use of a technology to replace the offline mode of shopping such as using Augmented Reality based tools which is enhancing the online purchase experience. The study sought to determine the attributes which are important for customers; perception about the product reviews, referrals and incentives; user's perception about Augmented Reality (AR) tools during online purchase experience. For studying the behavior primary data were collected from students of Delhi Technological University and Delhi University. Using convenience sampling technique 200 responses were collected to study their behavior. The primary data for this studywas collected via questionnaires. The quantitative data was analysed by descriptive statistics using SPSS. Factor analysis was done to find the most important factors and later we need Friedman’s Test to find the most important important factors. Cross- tabulation analysis was used to show the relationship among different variables.