A Study on Consumer Buying Behaviour in Online Shopping

The rise of e-commerce has significantly transformed consumer buying behavior. This paper explores the key factors influencing consumers' decisions when shopping online, including convenience, price sensitivity, trust, website usability, and digital literacy. The study further analyzes demographic influences, psychological drivers, and post-purchase satisfaction. Findings suggest that trust and ease of navigation are critical, while social media and influencer marketing play growing roles. The research offers insights for e-retailers to refine strategies and enhance user experiences.