Paper Contents
Abstract
AbstractThe rapid evolution of e-commerce in India has fundamentally transformed the retail landscape, offering consumers unprecedented convenience and access to a wide range of products and services. This research paper aims to investigate the behavior of Indian consumers in the context of online shopping and identify the key factors that influence their purchasing decisions. Through a combination of primary survey data and secondary literature, this study explores how variables such as price sensitivity, trust, convenience, product variety, user interface, and social influence affect consumer choices. The findings indicate that trust, convenience, and discounts are the most influential factors, followed by user-generated reviews and mobile app experience. The study concludes with implications for e-commerce businesses seeking to better understand and serve the Indian market.________________________________________
Copyright
Copyright © 2025 DR. SANJAY MATHUR. This is an open access article distributed under the Creative Commons Attribution License.
