Published Paper Details:

This study examines consumer purchase behavior in the e-commerce sector in India, a rapidly growing market. The primary objective is to understand the demographic characteristics, purchasing habits, factors influencing purchase decisions, and overall satisfaction of e-commerce users. A quantitative research design was employed, utilizing a structured survey distributed via email and social media to gather data from 450 valid respondents. The survey captured detailed information on consumer demographics, buying patterns, factors influencing purchase decisions, and satisfaction levels. The data were analyzed using SPSS software, incorporating descriptive statistics, correlation, and regression analyses. Key findings indicate that the majority of respondents are young adults (25-34 years old), predominantly male, with a high level of education (bachelor's degree). The most preferred e-commerce platform is Amazon, with a significant portion of respondents making purchases 2-3 times a month. Price, product variety, and user reviews are the top factors influencing purchase decisions. High satisfaction levels were reported for product quality and overall shopping experience, though areas such as customer service and return/refund processes need improvement. The study highlights the significant role of price sensitivity, product variety, and user reviews in shaping consumer behavior. The findings have important implications for e-commerce businesses and policymakers. E-commerce platforms should focus on competitive pricing, diverse product offerings, robust review systems, and enhanced customer service. Policymakers should create a conducive regulatory environment, promote digital literacy, and implement economic policies that increase disposable income. This study fills a critical gap by providing empirical data specific to the Indian market, offering valuable insights for optimizing e-commerce strategies and achieving sustainable growth.