Influence of Perceived Benefits on Consumers' Online Purchase Behaviour: An Empirical Study

Thisarticledescribeshowe-retailinghasbecomeoneofthemostimportantusesoftechnologyrelating totheinternet.Theactivityofonlineshoppingisconsideredtobeoneoftheimportantfeaturesof e-retailing. The enormous advantages offered by online shopping stimulate corporate managers, marketingdepartmentsandretailerstooffertheirproductsthroughthewebsitestoattractthelargest numberofshoppers,notonly to localmarketsbutalsoglobalmarkets.Thechange inconsumer behavioralongwiththeavailabilityofcheaperandreliabletechnologyforsecuretransactionshasled toasignificantgrowthinonlinesalesaroundtheworld.Thepresentarticlefocusesonidentifyingthe keyfactorsinfluencingtheconsumers’perceivedbenefitswhileshoppingonline.Thearticlefurther focusesontheinfluenceofdemographicfactorsonconsumers’perceivedbenefits.Thefindingsof thearticlewouldhelpe-retailerstohaveabetterunderstandingandtodevelopstrategiesformaking theonlineshoppingexperiencemoreeffectiveandtrustworthytothetargetconsumers. KEywORDS Convenience, Delivery, Financial Advantage, Innovativeness, Personalization, Product Variety, Reliability, Security and Privacy, Website Functionality

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