A Study on Consumers’ Attitude Towards Online Shopping in India

Md Faizan
Student of Computer Science & Engineering, Parul University, Vadodara, Gujarat, India.
mdf08731@gmail.com

Abstract:Online shopping exemplifies the ongoing business revolution in India. The Indian e-commerce sector is undergoing rapid expansion, supported by one of the world’s largest online shopper bases, widespread mobile internet penetration, and the adoption of digital payment systems such as Unified Payments Interface (UPI). The integration of online and offline retail channels, coupled with the rise of quick commerce and regional language accessibility, has created a robust foundation for the growth of the online shopping market. In this study, perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix, and perceived reputation were analysed. Primary data was collected through surveys of Indian consumers. The findings revealed relationships between perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix,perceived reputation, and consumers’ attitudes toward adopting online shopping in India. However, only marketing mix and reputation were found to significantly influence consumers’ attitudes toward adoption. These results contribute to a deeper understanding of Indian consumers’ online purchase behaviour, highlighting the importance ofbrand trust, promotional strategies, and reputation in shaping adoption decisions within India’s mobile-first, price sensitive, and rapidly diversifying e-commerce ecosystem.