Online Retailer Endorsement in B2C E-Tailing
R. Nithya1, K. Selvavinayagam2

1R. Nithya is a1Research Scholar, Periyar University and Asst. Prof., Sona College of Technology, Salem. (Tamil Nadu), India.
2K. Selvavinayagam is the 1Research Supervisor, Periyar University (Tamil Nadu), India.

Manuscript received on 28 June 2019 | Revised Manuscript received on 05 July 2019 | Manuscript published on 30 July 2019 | PP: 3 | Volume-8 Issue-9, July 2019 | Retrieval Number: H7097068819/19©BEIESP | DOI: 10.35940/ijitee.H7097.078919

Open Access | Ethics and Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (

Abstract: Any service sector thrives on excellent service quality and comprehensive understanding of consumer needs and expectations. It takes great effort by online retailers to garner the attention of potential consumers in a heavily competitive market. Social media too plays a crucial role in either spreading positive or negative perceptions and posts by consumers about their experiences abound in plenty on various websites and blogs. All this points to the fact that consumer endorsement is critical for the survival and growth of online retailers. This paper aims at assessing certain significant factors like Perceived Value, Online Retailer Fondness, Online Engagement and Online Retailer Service Quality and their impact on Online Retailer Endorsement. Purposive sampling was employed to target online consumers who had made purchases using e-commerce portals. 718 online shoppers answered the survey and regression analysis was employed to assess the outcome.
Keywords: Online Retailing, Value, Engagement, Fondness, Endorsement.

Scope of the Article: Social Sciences