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Top1. Introduction
The outbreak of the covid-19 pandemic in 2020 has completely altered consumer purchasing patterns. Customers' shopping preferences changed as a result of social distancing and lockdown (Hall et al., 2020). During the lockdown, goods and services availability was in limited quantity and duration due to various constraints (Sheth, 2020). People's way of thinking, analysing, and behaving are no longer the same as they were before the pandemic (He & Haris, 2020; Bag et al., 2021). Since the lockdown, the majority of Indian customers also chose to buy goods online. Therefore, customers' attitudes toward e-commerce websites must be understood by businesses. As a consequence, a study is required to examine the effect of consumers on e-commerce websites (Hollebeek et al., 2020). The e-commerce industry has seen a surge in business as a result of the covid-19 pandemic. People began panic buying as a result of the uncertainty during this pandemic (Dodds and Hess, 2020). Pandemic has changed the traditional way of shopping and consumers became more inclined towards the digital platform to purchase the products and services. In the past few decades, the traditional style of shopping has changed into a new and improved way through the development of information and communication technologies. It does not mean that the traditional shopping method is not prevalent. A lot of consumers still opt for the traditional method of shopping. But the people are now shifting towards a new trend to do shopping on the internet by using digital marketing (Flavian & Guinaliu, 2005). Consumers can be engaged with the products and brands (Rupini & Nandagopal, 2015), and social connections can be mapped (Kukar-Kinney et al., 2016). It has helped in the introduction of a new revolution in the field of digital marketing. As a result of globalization, the companies are now focusing on e-consumers through a broad category focusing on marketing, advertisement and conducting marketing research (Jocz, & Quelch, 2008). Research conducted by Miller et al. (2013) declared that digital marketing is playing an important aspect in influencing the purchasing decisions of e-consumers. Miller et al. (2013) found that nearly 70% of e-consumers usually consult digital marketing to get information about various products. Among them, 40% of e-consumers purchase the product, and around 60% of e-consumers share useful information about a particular product online so that others can also take advantage.