The way of transact between buyer and seller has been changed due to the development of\nInternet and socio economic activities. The interest of touring a bodily shop has been\nchanged with the aid of on line purchasing and outlets can now effortlessly reach\ninternational markets from their local base, without the want for outlet space and\nwarehousing. This makes market price penetrated. The vendor performs an essential role in\nonline purchasing. This evaluation focuses on retailer�s characteristics, which influence\nonline purchasing. The assessment will lay the foundation to perceive the gap, as well as its\nscope for further research.\nThematic analytical approach was conducted to evaluate this study. The evaluation employs\nforty-three (n=43) leading and peer-reviewed conferences and indexed journals between\nyear 2010 and 2015. Ten (n=10) sub themes were identified from the investigated variables\nbased on their working definitions.\nModerating abilities of the product and price need to be explored, though they are critical\nfactors of online purchasing. In the context of online shopping need to explore different\nproduct category separately, since virtual products and real product doesn�t work together.\nFurther studies need to focus more on retailer� characteristics and their antecedents, which\nare not clear. Future research should explore a wider range of variables with a\ncomprehensive integrated model.
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