Online Retailer Endorsement in B2C E-tailing

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.