Abstract
The present study examines the several aspects that influence online buying behaviour, specifically product variety, convenience, payment method factors, and psychological factors. The main objective is to identify the relation between the various variables and their influence on customer behaviour in the market space. The results of the ANOVA and correlation analyses indicate significant associations: a moderate positive correlation between product variety and online shopping, a strong positive correlation between convenience and online shopping, and notably high correlations between payment method factors and psychological factors with online shopping. These findings highlight the significance of a comprehensive method in comprehending consumer behaviour in e-commerce, emphasising the necessity for online retailers to prioritise several elements in order to improve the online buying experience. KEYWORDS: Online Shopping Behavior, E-Commerce, Product Variety, Convenience, Payment Methods, Psychological Factors, Consumer Behavior,
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