Emerging Issues and Future Prospects of Consumer Behaviour Towards Online Shopping of Electronic Goods on Amazon in Chengalpattu District

RAJKAMAL. S, Research Scholar & Department of Commerce

S.I.V.E.T. College, Gowrivakkam, Chennai 600073

Dr G. RAJENDIRAN, Associate Professor  & Head, Department of Commerce, (Rtd)

S.I.V.E.T. College, Gowrivakkam, Chennai 600073

Abstract

The rapid growth of e-commerce and digital technologies has significantly transformed consumer purchasing behaviour, particularly in the electronics sector. Amazon has emerged as one of the leading online shopping platforms, offering a wide range of electronic goods along with features such as competitive pricing, product variety, personalised recommendations, and convenient delivery services. This study aims to examine the emerging issues and prospects influencing consumer behaviour towards online shopping of electronic goods on Amazon in the Chengalpattu District.

The study adopted a descriptive research design and collected primary data from 120 respondents using a structured questionnaire. Convenience sampling was employed to select consumers who had experience purchasing electronic goods through Amazon. Secondary data were gathered from journals, books, websites, and research publications. The collected data were analysed using the Chi-Square Test, ANOVA, and Multiple Regression Analysis.

The findings revealed that product quality, price and discounts, customer reviews and ratings, convenience, and delivery services significantly influence consumers' online purchasing behaviour. Product authenticity concerns, cybersecurity and privacy risks, delivery delays, return and refund challenges, and after-sales service problems were identified as major emerging issues affecting consumer decisions. The ANOVA results confirmed that these issues significantly influence online purchasing behaviour. Furthermore, the Multiple Regression Analysis indicated that future opportunities such as AI-based personalised recommendations, advanced digital payment systems, faster delivery and smart logistics, expanded product variety, and enhanced customer support services positively influence consumer preference towards Amazon. AI-based personalised recommendations emerged as the strongest predictor of future consumer preference.

The study concludes that both emerging issues and prospects significantly shape consumer behaviour towards online shopping of electronic goods on Amazon. By addressing consumer concerns and leveraging technological advancements, Amazon can enhance customer satisfaction, strengthen consumer trust, and sustain its competitive position in the evolving e-commerce market.

Keywords: Consumer Behaviour, Online Shopping, Amazon, Electronic Goods, E-commerce, Emerging Issues, Future Prospects, Consumer Preference, Chengalpattu District.