Studying Consumer Behaviour of Shopping Through Online Portals from Students’ Perspective

By : Bhagyashree Deshpande

Page No: 194-201

Abstract
Online buying has risen to prominence among modern college students because of the booming worldwide e-commerce sector. An empirical study was conducted among management students of various b-schools in Maharashtra to understand their shopping habits on online portals. The intention was to identify the factors that drive students purchase decisions. This paper also analyzes the impact of gender on purchase types. It was observed that gender has no impact on purchase decisions of students. The findings demonstrate that enjoyment, perceived risk, and social influence have a considerable impact on students online shopping habits. Indian online business owners may find these results to be a useful source of information for their marketing plans.

Author :
Bhagyashree Deshpande : Assistant Professor (Management Department), Tilak Maharashtra Vidyapeeth, Pune, Maharashtra, India.
 

DOI: https://doi.org/10.32381/PROD.2023.64.02.8