An exponential growth in the Indian e-commerce sector has attracted many national and international online retailers.Besides, price and promotional schemes, these e-retailers use website features -informativeness, entertainment and effectiveness of content, to differentiate from other players.This paper attempts to decipher the influence of hedonic and utilitarian shopping values and web atmospheric cues on e-satisfaction.From the survey findings, it is observed that web cues have greater influence in shaping e-satisfaction.Further, within the input variables effectiveness of information content has the largest influence on e-satisfaction.The study also highlights the importance of mediating role of e-satisfaction between shopping values, website features and eloyalty.The paper suggests select marketing strategies for e-retailers.
Stored only when both papers are in the corpus — 107 citations exist upstream.