An Investigation into Factors Influencing E-Retailers Participation in Internet Enabled B2C E-Markets

The Present study attempts to investigate the Factors inducing customer participation in internet enabled B2C E-markets. Online shopping becoming an easy way in contrast to the traditional way of buying goods&services on the basis of their features and specifications i.e. without going from shop to shop. Augmented Internet penetration, upgraded security measures, suitability of shopping in lives pressed for time, and, of course, dozens of retailers to choose from these are a few factors which fascinates more and more customers to shop online. The research work found five factors which influence the customer decision to buy goods and services from the online shopping i.e. Cost factor, Convenience, Compatibility, Computer Hardware and Software Penetration and Potential opportunities. Cost is the main factor which motivate the customer decision to buy goods through e-retailing. With the help of internet penetrations, customer can compare the product, prices, attractive offerings, easy payments mode etc. of the products provided by the different supplier easily and can choose the products accordingly. Secondly he can access e-markets on 24X7 basis any time anywhere sitting at home and clicking the mouse instead of moving to the outlets. The development of the computer hardware, software and internet penetration has changed the world into global village which has certainly enhance the opportunities not only for the seller but also for the potential customers.