International Journal of Agriculture Extension and Social Development

author(s)
Eliza Upadhyaya, Dr Hridishruti Saikia and Liza Devi

abstract
Online shopping is basically a process of selling and buying goods and services over the internet. In recent years, it has witnessed rapid growth due to technological advancements and changing consumer lifestyles. As individuals increasingly face hectic schedules, online shopping has emerged as a convenient and time-saving alternative to traditional retail. It offers consumers a wide range of options, detailed product information, flexible payment methods, and home delivery services, making it an attractive mode of purchase. Consumers are primarily motivated to shop online because it saves time and travel costs, provides ease of payment, and offers access to a variety of products and services at their fingertips. The growing popularity of online shopping has heightened interest in understanding consumer behaviour in the digital marketplace. Therefore, the present study aims to identify the key factors influencing online buying behaviour among consumers. A descriptive research design was adopted, and data were collected from 100 respondents associated with The Maharaja Sayajirao University of Baroda, Vadodara, using a self-constructed questionnaire and convenience purposive sampling. The findings revealed that factors such as quality consciousness, security and privacy, website features, convenience, time-saving, attractiveness, and overall satisfaction significantly influence consumers’ online purchasing behaviour.