• Dr.S.JOTHILATHA
• Dr.K.PRAKASH

The research paper is focused on the preferential influence of perceptual fluency and online shopping orientation towards online gratification, online shopping intention.The nature of the association between the variables leading to online gratification and online shopping intention. Accordingly, this present study would throwaway light on these tremendously classical but less researched variables. The research design used in this research, positivism approach is adopted by the researcher to explore the accuracies of the observation by empirical evidence through the hypothetico-deductive method. The research instrument used in this research in order to collect the primary data is a standardized questionnaire. The adopted standardized scales are partially modified by the researcher. The sampling technique Stratified Random Sampling Technique was used in this research.

Perceptual fluency, Online Shopping Orientation, Online Gratification, online shopping intention, Rating & Reviews

"PERCEPTUAL FLUENCY & SHOPPING ORIENTATION TOWARDS ONLINE GRATIFICATION – IT EMPLOYEES AT COIMBATORE CITY.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.11-21, December-2018, Available :http://www.jetir.org/papers/JETIR1812A03.pdf

"PERCEPTUAL FLUENCY & SHOPPING ORIENTATION TOWARDS ONLINE GRATIFICATION – IT EMPLOYEES AT COIMBATORE CITY.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp11-21, December-2018, Available at : http://www.jetir.org/papers/JETIR1812A03.pdf