Factors Affecting Online Consumers Purchase Intention

Innovation in technology has enhanced many fields. The sector which is highly influenced by technological development online retailing. rapid spread of E-Commerce provides great benefits both for consumers and sellers. On the other side, complexity marketplaces produces new issues challenges. These escalating concerns about can restrict its growth discourage from performing activities. This paper aims to examine factors affect Indian consumers' purchase intention on basis framework proposed authors form 3R's (Reliability, Risk Responsiveness) shopping. Since this study conceptual nature, novelty article mounted researching existing theoretical retail concepts implying them case current challenges faced consumers. result adds literature introducing concept shopping found be major cause concern among econsumers their resulting distrust, dissatisfaction disloyalty towards retailers.