INTRODUCTION
The review was conducted by reading and understating the works of various researchers and other experts in the field. The resources used were journals, newspaper articles, published research works and other electronic sources.

REVIEW OF LITERATURE
Tonita Perea y Monsuwe, Benedict G.C. Dellaert, Ko de Ruyter, (2004) “What drives consumers to shop online? International Journal of Service Industry Management, Vol. 15Iss: 1, pp.102-121
The study states that while a large number of consumers in the US and Europe frequently shop on the internet, research on what drives consumers to shop online has typically been fragmented. This paper thus proposes a framework to increase researchers ‘understanding the consumer’s attitude towards online
The result of the research with the weight of the evidence in the emerging service literature, suggests that consumer satisfaction is best described as moderating the service quality/purchase intention relationship. The managerial and research implications of the reported study is also
Crask (2000)39 argue that if customer satisfaction is viewed as an outcome, then focusing discussion on its antecedents is also necessary to effect the desired outcome. The purpose of the paper is (1) to present the synthesis of the value-related literatures and postulates summarizing extant knowledge; (2) to describe the proposal to re-conceptualize the value assessment process in terms of perceived risk; and (3) to present suggests for future research. The authors claim that they are the first to suggest the link between value and dissatisfaction. The authors do not intend to imply that customers perform a formal analysis in which potential received benefits are compared with required resource expenditures, but claim that the consumers consider the likelihood of “(1) a product performing the function desired; (2) physical harm or injury ensuing from product use; (3) gaining approval of others; (4) achieving a sense of self-efficacy, and/or (5) wasting money, time or effort in making a particular choice” (p.58). Finally the study concludes, “Framing value in terms of perceived risk not only facilitates a better understanding and measurement of value but also better enables the marketing manager to enhance the perceived value of a product or service. In knowing how to manipulate value the marketing manager in turn has knowledge essential to satisfying customers”