A Study of Factors Affecting Consumer’s Online Shopping Behavior and Their Impact on Behavioral Intention

Purpose – To find out the factors affecting consumers’ online shopping behavior and their impact on Behavioral Intention.Design/methodology/approach – A Cross-sectional descriptive study using snowball sampling for selecting the samples from online shopping users of 11 districts of Central U.P. The schedule and Web-based structured questionnaire have been used for collecting the data. The factor analysis is performed for identifying the factors, the multiple regression analysis is used for creating a regression line.Findings – The study results recommend that consumers’ online shopping behavior is being affected by several factors like social influence, self-efficacy, perceived credibility, performance expectancy, effort expectancy, website design, social media, and delivery of goods.Research limitations/implications – The study results can be generalized to the online shopping users of the selected districts of central U.P. only. In future studies, more statistical techniques might be applied for improving the conclusiveness of the findings reported in the study.Practical Implications – The researcher can use the findings of the study in future studies. The findings can be implemented by online retailers in decision-making while making their marketing program.Originality/value – The paper is based on original work, the questionnaire has been found reliable after checking the Cronbach’s Alpha value. The KMO values support the adequacy of sample size and were found significant for applying Exploratory Factor Analysis