A STUDY OF FACTORS AFFECTING CONSUMERS’ ONLINE SHOPPING BEHAVIOR- WITH SPECIAL REFERENCE TO BARODA CITY

Abstract

Online shopping is a kind of e-commerce that permits customers to buy products and services directly or indirectly over the internet while using websites or online shopping Apps. Nowadays it is clearly understood Online shopping is becoming more and more common among people, especially among undergraduates, and postgraduates students, who use it to make online shopping via any platform. The main purpose of the research was to study factors affecting the online shopping behavior of undergraduate and postgraduate students of Baroda city. A quantitative research method and a descriptive research design have been used for this research. Based on the results, after EFA total of 5 factors come out from the data analysis. The factors are Online shopping behavior, Attributes of Websites/Online shopping Apps, Convenience, Online shopping Apps/Website security, and Customer satisfaction. The result of the study revealed, there were 226 (65.9%) males and 117 (34.1%) females. Based on the result 229 (66.8%) participants were undergraduates and 114 (33.2%) were postgraduates. The study also found there was no effect of online shopping Apps or website attributes on consumers’ online shopping behavior. But two other factors Online shopping Websites’ security, and convenience, do affect positively the online shopping behavior of consumers. And the study also exposed there is a strong relationship between the online shopping behavior of consumers and customer satisfaction.