• VINOTH. S

Over the last decade, technological innovation has fundamentally transformed the retailer’s behaviour in market place. Early contributions to retail focused mostly on developing E-commerce and banking services. Nowadays, businesses and retailers are in a need to keep pace with technological developments as these technologies plays a decisive role in attracting more customers. Moreover, Mobile digital technologies which are more users friendly help to engage the customer effectively. The prime feature of these technologies lies in the capability to provide detailed and updated information on online stores, products and services available in these stores. Key insights from the study reveal how today’s online shoppers are driven by technology. Companies have realized that the rapid growth of technology could impact on Internet shopping deeply, and hence Information technology used in the form of the Internet improved better quality of product information through reviews, which help shopper’s decision making. A total of 140 respondents between the age group between 17 and 60 years were selected and data collection was carried out using structured questionnaire.

Technological innovation, E-commerce, shoppers decision making, Information technology, online stores

"ROLE OF TECHNOLOGY AND INNOVATION IN INDUCING THE BUYING BEHAVIOUR OF ONLINE CUSTOMERS – AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.441-451, January-2019, Available :http://www.jetir.org/papers/JETIR1901055.pdf

"ROLE OF TECHNOLOGY AND INNOVATION IN INDUCING THE BUYING BEHAVIOUR OF ONLINE CUSTOMERS – AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp441-451, January-2019, Available at : http://www.jetir.org/papers/JETIR1901055.pdf