E-Commerce Buying Behavior in India: The Role of Website Features in E-loyalty

In an online buying situation, the other web retailer is just a click away. Maintaining customers and usage continuance intention of those buyers are important challenges for web retailers. Therefore, the authors try to identify factors that can build continued intention to use the same website in an online buying situation. Perceived ease of use features, perceived usefulness features and trust features in a website have been used as constructs to build the continued intention factor. A structured undisguised questionnaire and snowball sampling have been used to collect data. PLS path modeling approach has been used to analyze the data. The results suggest that perceived usefulness and trust features of a website have a positive impact on continued intention factor in electronic buying. This study has implications for website developers to improve the site as per browser and user requirements, and also for web retailers to improve customer intentions for repeated use of the same site in an online buying situation.