Literature Review Of Online Shopping

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Literature Review
Many studies in consumer buying behavior have suggested that shopping orientation and store image was among the factors that influence the buying behavior of the consumer. In relation to furniture product, consumer‘s life style is the main factor influencing the shopping orientation of furniture as home indicates the identity of the person, reflecting his or her lifestyle and personal values.
In todays scenario, online Shopping play a great importance in the modern business environment. Online shopping has opened the door of opportunity and advantage to the firms. Rowley Jennifer, (1998) examined that internet is becoming a hotbed of advertising, shopping and commercial activity. Hsieh et al., (2013) stated that internet is influencing
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However, on a per capita basis, the market is still under penetrated compared to more matured markets.Furniture in India entered the online space around 2011 and today top players like Pepperfry, Urban Ladder and FabFurnish are rapidly growing given the backing from international investors, growing internet penetration and shifts in consumer behavior towards online shopping . The online furniture market in India is expected to follow patterns that are similar to more mature markets in the same segment, such as in countries like Brazil and China. Players are expected to widen their product selection, adopt omni-channel selling, own the logistics networks, resort to deep discounting , all in an attempt to capture a larger share of the fast growing pie that is the online furniture market . Additionally, with the imminent entry of leading e-com players like Amazon and Flipkart the focus is also expected to shift from the premium products to mass market products in the near
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