Evaluating Niche E-commerce Indian Retail Websites: User Perspective
Kumari Anshu1, Loveleen Gaur2, Vernika Agarwal3

1Kumari Anshu, Amity International Business School, Amity University, Noida, India.
2Loveleen Gaur, Amity International Business School, Amity University, Noida, India.
31Vernika Agarwal, Amity International Business School, Amity University, Noida, India.

Manuscript received on 30 June 2019 | Revised Manuscript received on 05 July 2019 | Manuscript published on 30 July 2019 | PP: 780-789 | Volume-8 Issue-9, July 2019 | Retrieval Number: H7008068819/19©BEIESP | DOI: 10.35940/ijitee.H7008.078919

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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Big retailers with deep pockets offer an extensive array of merchandise to persuade customers. Offering wide variety of products to capture diverse buyers may look like an eye-catching opportunity. Nevertheless, this may not always be the paramount tactic especially for small and mid-size businesses, as it often requires big investments. The research aims at evaluating the attributes of some prominent niche websites like Big Small, Chumbak, etc. This evaluation is based on the user’s perspective of what and how they feel and experience about these niche e-retailer’s website. The objective of the research is to identify the factors influencing efficiency of niche Indian retail websites and rank them on the basis of the factors identified in influencing efficiency.A two-phase methodology is adopted for the assessment of niche websites strategies. The two phase methodology adopted includes, identification of the factors for measuring website efficiency. Analytical network process (ANP) is utilized for evaluating these prominent niche websites. The study is based on the information gathered from users of online unique gifting websites. This study suggests a ranking of a set of assessment criteria that can be applied to measure efficiency of niche e-commerce websites. Based on the identified evaluation criteria the niche retailers are also ranked by applying ANP. The outcome will enable e-retails to identify the crucial attributes and allignalign the website with the customer’s preference to provide them with enriched customer experience It will also help the e-retail companies in developing a responsive and performance driven e-commerce website.
Index Terms: Niche E-Commerce, Website Evaluation, E-Retail, User Experience, ANP

Scope of the Article: E-Commerce