CONSUMER ATTITUDES TOWARDS PURCHASING ELECTRONIC PRODUCTS THROUGH DIGITALIZATION AND ITS IMPACT: A STUDY OF UTTAR PRADESH (INDIA)

The influence of e-commerce sites are at a boom in the modern era. People prefer leisure over money and therefore the e-tail service comes to their rescue. Hassle-free delivery of every possible item adds to the buyers' satisfaction; however there are many such aspects that determine the preference pattern of e-tail consumers. More relevance is given to product ambiguity and retailer visibility while products are chosen by consumers in e-shopping. The exploration concluded that increased vagueness in the availability of product and weak visibility of the retailer can affect the consumer purchase decision and satisfaction level. Nonetheless, the sellers' quality of service, website interface, and competitive price also plays a pivotal role in diminishing the loopholes that can cause consumer dissatisfaction. The present study is descriptive in nature. In this study the initial information has been used which was allocated through survey method. It was found that convenience, information, reviews and return policies significantly make an impact on e-shopping satisfaction and attitude of the online retail consumers. Key words: online retailing, consu