The IUP Journal of Marketing Management
Investigating the Influence of Selected Factors on Online Shopping Behavior of Customers

Article Details
Pub. Date : May, 2022
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM040522
Author Name :Anmol Sharma and Manjit Kour
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 17



Online shopping is the new norm in consumer buying pattern nowadays, and India has evolved as a lucrative e-commerce market for all types of products and services. With the growing popularity of Internet platforms and boom in e-commerce websites, it is pertinent to know the factors that affect the online shopping behavior of consumers. The main objective of this study is to identify the factors affecting the online shopping behavior of consumers in Northern India. The study employed a descriptive research design and conducted a survey using a questionnaire to obtain data from 500 respondents from the most populated cities of Punjab in Northern India. Factor analysis and Regression analysis were used to identify these factors: Product Variety, Usage Riskiness, Avoiding Social Interaction, Immediate Gratification, and Buying Unobserved. The study found that Immediate Gratification is the main factor that influences consumers' online buying behavior. The results of the study can be useful to the industry in designing appropriate strategies for targeting customers on online platforms.


E-commerce is emerging steadily in India and has created a revolution in the retail industry. With a number of international brands entering the online market, there is ample opportunity as well as dynamism for this industry. The most popular e-commerce websites among Indian online consumers as per an Assocham (2016) study were Snapdeal, Flipkart, Myntra, Amazon, and Jabong. These companies offer massive discounts on the purchase of well-known brands of electronic goods, footwear, apparels, etc. Also, the existing players are striving to rediscover techniques to keep up with the speed of growth in this sector. Hence, online retailers have to focus on the spending behavior of customers by offering them improved, cheap, fast, and pleasurable shopping experience.