ANALYZING THE DIGITAL MARKETPLACE: THE INFLUENCE OF CONVENIENCE, PRODUCT VARIETY, AND TRUST ON ONLINE SHOPPING INTENTIONS AND BEHAVIOR

Abstract

The purpose of this research is to investigate essential aspects influencing consumers' intention to shop online, with particular focus on Convenience, Product Variety, and Trust. This study is conducted to quantify the impact of these variables on customer behavior in context of e-commerce and to determine relative relevance in influencing the online purchasing decisions. Using a quantitative approach, the study examined correlations between factors and online buying intention using Pearson Correlation & regression analyses. The findings demonstrated that Convenience, Product Variety, and Trust all had a substantial impact upon consumers' propensity to shop online. Convenience & product variety both revealed as highly influential characteristics, with the substantial correlations and regression coefficients demonstrating their significant influence upon online purchasing behavior. These findings have significant consequences for the e-commerce companies and policymakers. Thus, improving the convenience & range of products available online is expected to enhance consumer participation in online buying. The results offered significant clues to future researchers to conduce further studies.