Literature review:

Since a very long time, internet has become a new sensation and the trend of online
shopping is very popular especially for those who prefer to stay at home. There are
some mixed opinions according to different authors as we will see above.

Bellman et. al. (1999) investigated various predictors for whether an individual
will purchase online or not. These authors concluded that demographic variables,
such as income, education and age, have some impact on the decision of whether
to buy online, whereas the most important factor of online shopping was previous
behavior, such as earlier online purchases people did.

Venkatesh (2000) reported that the perceived convenience offered by Internet

Vendors has a positive impact on consumers' attitude towards online shopping, as
they perceive Internet as an option which enhances the outcome of their shopping
experience in an easy way. Online shopping also holds a great value for youth
marketers.

Benedict et al (2001) in his study on perceptions towards online shopping revealed

that perceptions toward online shopping and intention to shop online are not only
affected by ease of use, usefulness, and enjoyment, but also by external factors like
consumer traits, situational factors, product characteristics, previous online
shopping experiences, and trust that people built in online shopping.

Bhattacherjee (2001) stated that satisfied users are more likely to shop online
more because of their positive experience. Thus, we come to this point that
adoption and continuance are connected to each other through several controlling
factors such as trust and satisfaction. Moreover Vrechopoulos et al. (2001) found
that younger consumers searched more for products online and they found online
shopping more convenient.

ACNielsen (2007) explained the relationship between consumer behavior and

marketing strategy. He stated that the strategy is about increasing the likelihood
and frequency of buyer behavior and the key to this is to know consumer needs and
wants properly.

Thakur Sonal and Aurora Rajinder (2015) found out that Internet is one of the
ways which is changing the consumers shopping and buying behavior. Mostly
consumers are using the internet to buy the product and to compare prices and
features of product. Therefore e-companies should understand the internet users’
perception towards the online shopping.

Demangeot and Broderick (2010) also revealed that the perceived ease of use
does not affect the behavioral pattern mainly due to security and privacy issues. 
According to (Zuroni & Goh, 2012) no relationship is built between the customer
and the online shop in the presence of perceived online risk even if a customer
spent hours on the Internet.

Koufaris (2002) identified that both shopping enjoyment and perceived experience
(website) strongly influence the intention to re-purchase online again. On the
contrary, Lee and Lin (2005) found shopping enjoyment can increase the intent of
new customers but does not influence customers to return.

Muthumani & et.al. (2017) this study shows that the online shopping is one of the
most popular way for the consumers to make purchases of goods and availing
services, however this study also identifies that it is not a comfortable and safest
one for consumers to make purchases and availing services online. The study also
finds that online shopping is gaining more popularity towards the younger
generation.

Madhu & Sampath (2017) in their study showed that online shopping is now
become a primary part of any business. This study also concluded that the e-
commerce portals have to educate and promote the consumers towards online
shopping by determine the factors influencing the consumers towards online
shopping.

Guo Jun & et.al. (2017) in their study reported that online shopping is an
innovative platform to do business in this competitive world and it is a classic
example of the business revolution. This study focused on online shopping in china
and the study states that consumers perceived positively with relation to factors
such as usability, safety, privacy, after sales service and quality of products. It also
states that most of the young population preferred to use online shopping to make
purchase of their necessities.
Rajarajan and Vetriveeran (2016) analyzed that the customer satisfaction level
in online marketing. The study was conducted among two hundred and fifty
respondents and it found that majority of the respondents preferred to use online
shopping portal for buying goods and services and this study also suggested that
due to increasing importance of online shopping, e-merchants should protect the
consumers by supplying quality goods and services at affordable price.

Hence through internet, you can conveniently buy your products and services
online. In Internet community, online shopping is very popular (Bourlakis et al.,
2008). One advantage of Internet shopping is that it provides the consumers with
detailed information and multiple choices, so they can compare products and price
online. The more the choice and convenience, the easier it is to find online your
desired product or service (Butler & Peppard, 1998). It has been observed that
online shopping provides more satisfaction to the modern day consumers who are
seeking convenience and pace (Yu & Wu, 2007).