A Study on Factors Influencing Consumer’s Online Buying Behavior: A Study in Bihar, India

Abstract

Abstract: In today‘s era of globalization electronic business and marketing become a great revolution. Over the last decade maximum business organizations took up the technological changes. Due to increase in telecommunication and broadband connectivity, majority of the companies started their business online. Online shopping or online marketing is now used for better marketing performance to meet the demand of online shoppers. It is important for the companies to identify consumer behavior in area of online shopping, to attract and enhance online buyers by understanding their attitude, perception and behavior. This paper identifies the key factors that influence the online behavior of the customers in Bihar. A sample of 200 respondents was selected in Bihar and a self-administered questionnaire was used to collect primary data. The data was recorded by using Google data form with number of open, close ended questions, and the Likert Scale. An attempt was made to text the hypothesis and analyzed the data with the help of SPSS version 25.0 and AMOS software. The findings of the study showed that the Socio, Economic Conditions in Bihar, Attitudes &Perceptions of Customers, Trust on Banking/UPI payment Systems, Reliability and Popularity of E- Commerce Apps and On-line Products Marketing are influencing the online purchases of products in Bihar