Affective Experiential State�s Impact on Outcome Behavior among E- Retailing customers in India

Ebenezer Paul Rajan.T.Y; Dr.A.Varadaraj

Volume : V, Issue : V, May - 2016

Affective Experiential State�s Impact on Outcome Behavior among E- Retailing customers in India

Ebenezer Paul Rajan. T. Y, Dr. A. Varadaraj

Abstract :

According to the recent studies, two online customer experience component variables, affective experiential state and cognitive experiential state leads to the outcome behaviour. In this study affective experiential state and its influence on the e-retailing customers is considered. Using descriptive research design, questionnaire was constructed and the responses of 500 e-retailing customers were collected. The finding of the study indicates that the respondents in the age group of 21 -30 were the major contributors for the growth of online shopping in India. The trust on online shopping has highly influenced the affective experiential state of the customers. The positive correlation between all the variables indicates the importance of affective experiential state towards e-retailing.