Vol. 6, Issue 1, Part D (2020)

Abstract
Internet Marketing is undoubtedly a future trend of the market. Internet Marketing is growing in the field of apparels and clothing, mobile phones and accessories, household goods and fashion accessories in India. Although this trend is still in the early stage of the development in our country but has immense potential for the growth in near future. The objective of this study is to determine consumers’ attitude towards purchasing through online mediums rather visiting a physical shops and to find out the influence of various factors on attitude. Responses of 100 consumers were collected through a survey. The outcomes of the study reveals that consumers showed positive behavior intention towards future online purchases and their attitude is positively and strongly correlated with their behavioral intention. The results also show that the advantages offered in online purchasing have direct influence on consumers’ attitude.