Factors Affecting E-shopping Behaviour of College Students in Gujarat

Abstract

Promotion of digital India and due to uphold benefits of e-shopping; online market is observing constant growth in India. End of 2019 has faced global disease of COVIND 19 which has highly affected world economy. The lockdown period observed closing of traditional i.e. local market as the only solution to avoid spreading of COVIND 19 was to follow social distancing. Although online business exists the then period taught every firm big or small to do business through e-market. Thus online shopping rate increased during lockdown period as per reports given by periodicals and news channel. Therefore this study will give input for factors that affect E-shopping behavior especially for college students in Gujarat. The study was based on opinion of respondents collected through structured questionnaire which were filled by students of Gujarat University and Hemchandracharya North Gujarat University. Both descriptive analysis and inferential analysis were considered for the study. The findings of the study identified personal examination of products, worried of fraud while giving debit card/credit card information and also have fear of misuse for personal information shared on e-shopping sites as major barriers for e-shopping. Motivating factors identified were that e-shopping saves time, is convenient and it provides very attractive festival offers. The study concluded that motivating factors for online shopping have significant effect on e-shopping behavior. Satisfaction for eshopping also moderately affects e-shopping decision.