Published Paper Details:

This study explores the factors influence on website quality and its impact on online compulsive buying behavior in the context of online shopping Organizations based on – amazon, flipkart, myntra, meesho and online impulsive buying behaviour. It also explores factors that lead to describe the quality of an online shopping website. A customer survey questionnaire was distributed to collect primary data. secondary data for the study is collected from published journals, magazines, newspapers, and different websites. Target customers are who shop from four major online shopping organizations - amazon, flipkart, myntra, and meesho, the study examines how various dimensions of website quality, such as usability, ease of use, entertainment, complementary functions, and product image quality influence compulsive buying behavior. This study follows literature study, positive worldview, and utilized contextual investigation plan. The variables that are considered from literature review and from observation as factors influencing that lead to website quality are usability, ease of use, entertainment, complementary functions, and product image quality. A Convenience sampling technique was utilized for data collection. The data was gathered by qualitative substance investigation strategy through passing questionnaire. sample consisted of 220 respondents. Data were analysed using SPSS and examined descriptive statistics, frequencies and reliability to ensure the quality of our obtained data. Factor analysis is performed to explore the underlying dimensions that explain the relationships between the multiple variables. To evaluate the connections among the research components of the study correlation, multiple linear regression, t- test and ANOVA are used. The study found that the majority of respondents were male and unmarried, with a higher frequency of employed individuals. The highest frequency of online shopping was observed in the 20-30,000 income group. Amazon and Flipkart had less anxiety and impulsive shopping, while Myntra and Meesho had balanced responses. Regression models predicted website usage and identified factors influencing online impulsive and compulsive buying behavior. Gender, marital status, age, education, and occupation did not significantly affect compulsive buying behavior. The results indicate that website quality significantly affects compulsive buying behavior, with being the most influential factors. The study provides important insights for famous online shopping organizations like amazon, flipkart, myntra and meesho to improve website quality which will help e-commerce website to increase their sales.