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