Int. J. Enterprise Network Management, Vol. 9, Nos. 3/4, 2018 455 Copyright © 2018 Inderscience Enterprises Ltd. Determinants of online consumer behaviour towards e-tailing in India Asma Khan* and Asif Ali Syed Department of Business Administration, Aligarh Muslim University, Aligarh, India Email: asmakhan227@gmail.com Email: asifalisyed@yahoo.com *Corresponding author Abstract: Internet has brought a revolution in the way we live today. This paper aims to provide an overview of the e-tail scenario in India and study the factors that influence the online buying behaviour of e-consumers. It explores the various issues, opportunities and endeavours to draw an effective e-tailing strategy for Indian online sector based upon extensive the literature reviewed and factors assimilated on e-tailing models from Indian and global studies. The research also suggests ways in which the e-tailers can recuperate their virtual presence and enhance online consumer purchases and revisits. The contributions of the findings would attempt to assist policy makers, e-marketers and provide an insight for further research exploring the gaps in this important social and commercial economic discipline which impacts each and everyone of us. Keywords: e-consumers; e-tailing; e-shopper; e-marketing; India. Reference to this paper should be made as follows: Khan, A. and Syed, A.A. (2018) ‘Determinants of online consumer behaviour towards e-tailing in India’, Int. J. Enterprise Network Management, Vol. 9, Nos. 3/4, pp.455–480. Biographical notes: Asma Khan is a Research Scholar in the Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University. She is currently a full time Research Scholar. She has also worked as an Assistant Professor at Al-Barkaat College of Graduate Studies. Her areas of expertise are marketing, retailing, consumer behaviour, advertising, product and brand management, business ethics, and fundamentals of management and business communication. Asif Ali Syed is an Assistant Professor in the Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University. He is a full time faculty for the last 16 years, and teaches marketing, entrepreneurship, communication export import process documentation and quality processes. He has authored three books along with numerous papers in international and national journals of academic repute. His current affiliations are with bio-entrepreneurship, social media marketing, e-marketing and retail marketing projects in India.