E-Commerce Consumer Behavior Analysis (KEY IJP************589)

• Rishikant Upadhyay

Abstract

This Research Paper explores the intricacies of consumer behaviour within the realm of E-commerce, shedding light on the factors influencing online purchasing decisions. In an era dominated by digital transactions, understanding consumer preferences and tendencies is paramount for businesses striving to thrive in the competitive E-commerce landscape. Utilizing a survey-based approach conducted through Google Forms, data was collected from 91 participants, providing valuable insights into the various dimensions of E-commerce consumer behaviour. The survey encompassed aspects such as purchase motivations, preferred payment methods, trust in online transactions, and satisfaction levels with E-commerce platforms.The findings of this study unveil compelling trends and patterns in E-commerce consumer behaviour, underscoring the significance of factors such as convenience, product quality, pricing, and security in influencing purchasing decisions. Additionally, the research delves into the impact of demographic variables such as age, gender, and income on E-commerce preferences, offering a comprehensive understanding of consumer behaviour dynamics across different segments.By synthesizing empirical data with theoretical frameworks from marketing and consumer behaviour literature, this thesis provides actionable insights for E-commerce businesses seeking to enhance their strategies and effectively cater to the evolving needs and preferences of online consumers. Furthermore, it contributes to the academic discourse on E-commerce consumer behaviour, offering a foundation for future research endeavors in this domain.