SUBHASREE DATTA
Management
September 2022
This exploratory study explores the complex aspects of Indian consumers' online shopping behavior and illuminates important variables that affect consumers' choices to purchase. A systematic questionnaire is used in the research, and it is given to 500 respondents who work for Indian enterprises and educational institutions. The goals of the study include determining the most important aspects, analyzing the variables affecting online purchase intents, examining the connections between demographics and online shopping, and assessing consumer satisfaction with online shopping experiences. The research provides important insights using factor analysis, chi-square analysis, and one-way ANOVA. Product characteristics, perceived risk, utility, and ease of use all appear as critical factors influencing online purchase choices. Age, gender, income, and education are among the demographic traits that are investigated in connection with internet buying behavior. The findings highlight how crucial risk reduction, product details, prompt delivery, and customer support are to improving the online buying experience. The study's conclusions include recommendations for future research areas and consequences for online merchants.
676- 698
© Airo Journals 2021
