Consumer Buying Behaviour Towards Online Shopping
Keywords:
shopping satisfaction, digital trust, e-commerce adoption, online purchase intent, Consumer perceptionAbstract
Online shopping has become a dominant mode of retail consumption globally, driven by digitalization, smartphone penetration, and the evolution of e-commerce platforms. This research paper examines consumer buying behaviour towards online shopping using secondary data from published books, journals, market reports, and previous empirical studies. The analysis highlights factors such as convenience, trust, perceived risk, product variety, social influence, and technology acceptance as major determinants of consumer decision-making. The study further interprets how demographic variables influence online purchase intention and behaviour. Findings indicate that technological familiarity, secure transaction systems, and positive online reviews enhance consumer trust, while concerns regarding product quality, delivery delays, and return issues continue to negatively affect online purchase behaviour. The paper concludes with recommendations for improving ecommerce experiences and strengthening consumer confidence. This shift keeps evolving.
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