Factors Influencing Consumers? Online Shopping Behaviour: A Factor Analytic Approach

Vinod Kumar Bishnoi, Vijender Pal Saini

Abstract: The rapid growth of internet technology and e-commerce platforms has significantly transformed consumers? purchasing behaviour. Online shopping has become an important mode of purchasing due to its convenience, accessibility, variety of products, and time-saving benefits. The present study aims to identify and analyse the major factors influencing consumers? online shopping behaviour. The study is based on primary data collected from 177 respondents through a structured questionnaire. Statistical tools such as descriptive analysis, reliability analysis, Kaiser-Meyer-Olkin (KMO) test, Bartlett?s Test of Sphericity, and Exploratory Factor Analysis (EFA) were used to analyse the data. The factor analysis extracted ten major factors influencing online shopping behaviour, namely Perceived Usefulness, Perceived Ease of Use, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, Behavioural Intention, Perceived Risk, and Trust. The findings of the study reveal that convenience, ease of use, trust, price benefits, and enjoyment significantly influence consumers? intention and preference toward online shopping. The study also highlights that younger, educated, and urban consumers with frequent internet usage are more actively engaged in online shopping activities. However, perceived risk related to privacy and security remains a concern among consumers. The study provides useful insights for e-commerce companies, marketers, and researchers in understanding consumer behaviour and developing effective strategies to improve customer satisfaction, trust, and online shopping experiences.

Keywords: Online Shopping Behaviour, E-commerce, Factor Analysis, Perceived Usefulness, Trust