• Tapati Sarmah
• Deb Kumar Chakraborty

Internet poses itself as a dynamic platform for commercialization over communication. It would not be wrong to state that the presence of internet has become a basic human necessity in the day-to-day life. The growing usage of Internet offers a growing prospect for online shopping. In the 21st century, online shopping has obtained a very crucial position. With the continuous technological advancements taking place, e-commerce and online consumer behavior are constantly developing phenomenon and as such the variables keep on modifying so as the various models. The current study attempts to analyze the characteristics of online shopping behavior and provide an understanding of the drivers of online consumer attitudes and goal to shop online. A review of the existing published literary work in the area of “online shopping” shows that a wide range of topics have been explored and studied by scholars and marketing practitioners and rich theoretical frameworks in the form of different models is existent. This paper aims to present a comprehensive framework of the relevant literature available in the field of online shopping behavior, in the form of different theories, models and constructs; and research results based on them.

Internet, Online Shopping, Attitude, E-tailers, Consumer Behavior, Models, Literature Review

"ONLINE SHOPPING AMONG CONSUMERS: A LITERARY REVIEW OF ATTITUDES AND BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.674-680, May-2019, Available :http://www.jetir.org/papers/JETIR1905I99.pdf

"ONLINE SHOPPING AMONG CONSUMERS: A LITERARY REVIEW OF ATTITUDES AND BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp674-680, May-2019, Available at : http://www.jetir.org/papers/JETIR1905I99.pdf