Shifts In Customer Choices Regarding E-Commerce Platforms

Shifts In Customer Choices Regarding E-Commerce Platforms

J. Sanpiya M.Com., M.Phil., PGDCA

Research Scholar of Vidyasagar College of Arts and Science

& Assistant Professor, Department of B.Com (PA and B&F)

Pollachi College of Arts and Science, Poosaripatti (Pollachi)

ABSTRACT

      Online retailing involves consumers directly purchasing goods or services from a seller in real-time via the Internet, eliminating the need for intermediaries. Preferences for online shopping vary across age groups, prompting this study to gather data through an online survey. The survey aims to have different age groups of online shoppers rank the importance of various features affecting their shopping experience. Results indicate significant differences in consumer preferences among age groups, with statistically significant variations in the ranking of individual features.The study highlights that consumers aged 25-35 in Chennai exhibit a higher interest in online shopping, followed by those under 25. The identified factors influencing consumer choices have been extracted as part of the research. The research implications are twofold: firstly, providing additional insights into online shopping preferences from an age perspective, and secondly, revealing that significant differences may not be evident at the construct level but become apparent when comparing individual features.The practical implication is for businesses to optimize their online shopping platforms, tailoring them to meet the specific needs of different age groups of online shoppers. The research's validity is confirmed through the use of a chi-square test.

Keywords:Online Shopping, Consumer Preference, Shopping Platform, Shopping Experience, Online consumer