A Study on Exploring the Various Factors of Individual Attitude Towards Online Shopping with Special Reference to Private Universities

This study was undertaken to investigate the attitudes and buying intentions of students towards online shopping in private universities in the Guwahati region. The growth of e-commerce has made it important to understand the factors influencing consumer behavior in this context. A structured questionnaire was administered to a sample of 310 students and employees from private universities in the Guwahati region to collect primary data. The questionnaire included items related to attitudes towards online shopping, buying intentions, convenience, trust, risks, website design, and promotional strategies. The data collected was analyzed using statistical analysis techniques like factor analysis. The study’s findings will contribute to the existing knowledge about online consumer behavior in private universities in Guwahati and provide valuable insights into the factors influencing students’ attitudes and buying intentions towards online shopping. The study’s limitations include sample representativeness and generalizability. Future research should explore the impact of specific promotional strategies on buying intentions among students in different regions. Overall, this study provides useful insights for e-commerce businesses and marketers to attract and retain customers in this market segment.