International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Analyzing the Influence of E-Retailer Image on Consumer Loyalty and online purchase decision

Author(s) Mr. Mohd Iqbal Siddiqui, Prof. Dr. Musheer Ahmed
Country India
Abstract Purpose: The purpose of the study is to analyze the Influence of E-Retailer Image on Consumer Loyalty and online purchase decision of the people from Lucknow.
Motivation for the study: Online shopping in India is steadily increasing, with people preferring to buy products online due to its convenience, cost-effectiveness, wide range of merchandise, and round-the-clock availability. Now, shoppers can purchase products of any type and brand from anywhere in the world through the internet. This trend also creates more opportunities for retailers, as they can sell their products to customers beyond geographical boundaries.
Research approach: The current study examines the preferences of consumers in Lucknow regarding online shopping versus traditional shopping, and how situational and trust factors influence their purchase decisions. Primary data were collected from 225 consumers in the Lucknow district and analyzed for this research.
Finding: It was discovered that the majority of individuals prefer to purchase products through e-retail websites, as e-retailers have established trust among shoppers. Because of consumers' busy lifestyles, online shopping is more convenient.
Contribution: This paper will help the e-retailers to understand the consumer’s loyalty and the process of consumer's purchase decision.
Keywords Online shopping, online consumer loyalty, online buying behaviour.
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-15
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.48030
Short DOI https://doi.org/g9qqc7
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