Online shopping has been evolving rapidly in recent years and the study on customer attitude in this is inevitable. This study aims at examining the impact of self efficacy of the customers in determining their online shopping attitude of cosmetic products. The study is taken place in Tiru nelveli district. The study involves convenience sampling method in which 316 online cosmetic buyers were made to participate. The data collected using questionnaires are analyzed using appropriate

more »

... tools. The findings indicate that two types of self efficacy: General Internet Self Efficacy and Web Specific Self Efficacy have impact on the customers' online shopping attitude of cosmetic products.