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This examine aims to qualitatively discover consumers’ motives to simply accept SRS in e-commerce websites. Design/methodology/approach This qualitative study is based on in-depth interviews of frequent online shoppers. SRS are at present not very widespread within the Indian e-commerce house; hence, a vignette was proven to respondents before they responded to the questions. Inductive qualitative content evaluation method was used to analyse these interviews. Findings Three main themes (social-gratification, self-gratification and information-gratification) emerged from the evaluation.
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