NON-MONETARY PRICE AND CONSUMERS’ INTENTION TO BUY ONLINE

While online shopping is considered efficient and easy there is also another side of the medal, the consumers feeling of risk, uncertainty and strenuous when they shop online. Consumers shopping online exhibit an odd behavior of abandoning their shopping carts instead of proceeding to checkout. This behavior would be very unlikely to see in a physical store (Close & Kukar-Kinney, 2010). If this problem is not given proper examination and...