Abstract:
India, one of the top 5 countries in the world with a massive retail industry has witnessed much rapid strides
in e-tail (short form for “electronic retail”; also known as online retail) business in the past decade. The
growth rate is coming down and market is dominated by a few. These issues forced the author to dwell more
into these aspects as to what is impeding the e-tail business in India which has a tremendous potential given
its population and size of the e-tail market at present. During the preliminary research, one major aspect that
came glaringly out is how the e-tail companies are adopting various trust building mechanisms (TBMs) to
attract more and more customers and existing customers to come back again. This paper basically discusses
about the evolution of TBMs and the direction in which they are moving. The objective of this research is to
give a pathway which would lead further into probing various other aspects from strategy and customer point
of view etc., for e-tailers (electronic retailers) to concentrate on.
Description:
Thirteenth Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Sunil Shukla, Ganapathi Batthini
