An Empirical Investigation Of India Examines The Influences Of Shopping Online Trends On Consumer Purchase Behavior

Abstract

This study looks at the connections between many variables that influence how consumers behave when shopping online. Shopping online describes the current craze of doing all of your shopping from the comfort of your home. The purpose of this study is to clarify how five significant variables that were drawn from the literature affected each other. Reliability, time, availability of products, accessibility, and confidentiality are the factors that influence how consumer purchasing patterns follow online shopping patterns. A particular measuring device was used to gather the data. This tool was a two-sectioned, entirely selfdeveloped, standardised questionnaire. The data's statistical analysis reveals that ease and trust will have a significant influence on whether or not people choose to make purchases online. While it relates to younger generations, trust is thought to be the most important factor influencing customer behaviour when shopping online.