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Familiarity with Online retailing
- The Journal of Developing Areas
- Tennessee State University College of Business
- Volume 49, Number 6, 2015 (Special Issue)
- pp. 133-144
- 10.1353/jda.2015.0086
- Article
- Additional Information
The global reach of online market allows buyers and sellers to transact without being imprisoned to geographical constraints. However, current research claims that despite of all the advantages, the customers remain unsatisfied from their online purchase experience. This paper focuses on the role of familiarity with online retailing on product uncertainty and retailer’s visibility and its effect on the online customer satisfaction. The data was primarily collected for