A Study on Factors Influencing Online Shopping Behaviour Among College Students

This study examines the factors influencing online shopping behaviour among college students in Sivakasi, Tamil Nadu. With the rapid expansion of e-commerce and increasing internet penetration, online shopping has become a preferred mode of purchase among young consumers. The study adopts a descriptive research design and collects primary data from 78 respondents using a structured questionnaire. The findings reveal that convenience, promotional offers, website usability, and peer influence significantly impact purchase decisions. Cash on Delivery emerges as the most preferred payment method, indicating trust-related concerns among consumers. Apparel and electronic products dominate online purchases, reflecting changing lifestyle patterns among students. Despite the growing acceptance of online shopping, issues such as delivery delays, product quality concerns, and security risks continue to affect consumer confidence. The study suggests that improving service quality, strengthening security measures, and enhancing logistics efficiency can significantly improve customer satisfaction and trust in online platforms.