A Study on Consumer Behaviour towards Website Factors in Online Shopping

Abstract

E- Commerce transactions has shown an increasing trend in the recent years. Online shopping refers to the purchases of the products through the internet. The growth of the technology have paved the way for the consumers to move to online shopping gradually over a period of time. There are a number of reasons and the perception of the individual vary with one another. Hence this study is put forth to identify the website factors that influences the buyers and is depicted with 17 variables. The demographic and socio- economic profile of the respondent is considered and its significance over level of satisfaction is assessed. The sample size consisted of 412 respondents belonging to Tiruchirapalli and Erode district the samples being identified using the snowball sampling technique. Data collected was analysed using the statistical tools like chi-square, ANOVA and factor analysis. The results drawn indicated that the educational qualification of the respondents had a significant relationship with the level of satisfaction of the respondents towards online shopping. Two factors security concern and low price identification is significantly influencing online shopping compared to other variables considered under the website factors. The study concluded that the consumers exhibited a satisfied view with regards to online shopping.