Impact Of Influencing Factors On Consumer Buying Behaviour: An Analysis

Abstract

The e-commerce industry is characterized by rapid transformation, and understanding the determinants of online buying behavior is crucial for businesses and policymakers. This study investigates the influence of demographic characteristics, namely age, gender, and city of residence, on various facets of online purchasing behavior, including the importance attached to convenience, product variety, price comparison, and user reviews. Through a comprehensive analysis of data collected from a diverse group of online shoppers, our research offers insights into the distinct preferences and priorities exhibited by different demographic segments. Key findings reveal that age plays a consistent and significant role, with younger consumers placing a higher emphasis on convenience, product variety, and price comparison. Gender, on the other hand, demonstrates limited influence, except for a marginal effect on the importance of user reviews. Interestingly, city of residence did not emerge as a significant predictor of online buying behaviour. These findings have practical implications for businesses seeking to tailor their marketing strategies, website design, and product offerings to cater to diverse consumer needs. Policymakers can also utilize these insights to inform consumer protection measures and regulations in the ever-evolving e-commerce landscape. As the digital marketplace continues to evolve, ongoing research and adaptation are crucial to staying attuned to shifting consumer behavior. This study contributes to the broader understanding of the factors that shape online buying decisions and provides a foundation for future research in this dynamic field.