ISSN (Online) 2581-9429

IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252

A Study on Influence of Online Shopping Sites on

Buying Behaviour of Youth
Treesa Antony
Assistant Professor
Nirmala College of Arts and Science, Chalakkudy, Thrissur, Kerala, India

Abstract: Online shopping has become a new trend of shopping nowadays and is quickly becoming an
important part of lifestyle. Due to wide spread internet access by people and e-commerce usage by traders,
online shopping has seen a massive growth in recent years. Young people have been the majority shoppers
online and thus this study finds out the attitude of youth towards online shopping. The study is designed to
analyse the influence of shopping sites on youth and how shopping sites is influencing the students in
different ways. The goal of the research is to identify influencing factors on the online buying behaviour of
the youth.

Keywords: Online shopping, shopping sites, influencing factors of buying behaviour

I. INTRODUCTION
Online shopping (e-retail or e-shopping) is a form of electronic commerce which allows consumers to directly buy
goods or services from a seller over the Internet using a web browser. Web shopping is like a web-store which gives the
advantages to shop all items. Online shopping is the easy solution for busy life in today’s world. In the past decade,
there had been a massive change in the way of customer’s shopping. Despite consumers’ continuation to buy from a
physical store, the users or buyers feel very convenient to online shopping. Online shopping saves crucial time for
modern people because they get so busy that they cannot or unwilling to spend much time shopping. Consumers can get
full information about the product with its reviews being passed by the existing users. If one wants to buy a product,
he/she is no longer limited to asking the friends and families because there are many products reviews on the web
which gives opinions of the existing users of the product. Online shopping sites contain wide variety of goods both high
quality and mild quality keeping in mind the level of people Consumers can get full information about the product with
its reviews being passed by the existing users. If one wants to buy a product, he/she is no longer limited to asking the
friends and families because there are many products reviews on the web which gives opinions of the existing users of
the product. Online shopping sites contain wide variety of goods both high quality and mild quality keeping in mind the
level of people.

II. STATEMENT OF PROBLEM

The study is designed to analyse the influence of shopping sites on students and how shopping sites is influencing the
students in different ways.

2.1 Objectives of Study

 To study the influence of shopping sites among youth.
 To know the customer satisfaction on shopping sites while purchasing the products.
 To analyse the customer attitude or response towards shopping sites.

2.2 Scope of Study

Purchasing and selling products and services over the internet without the need of going physically to the market is
what online shopping all about. Online shopping has made shopping painless and added more fun. Online stores offer
product description, pictures, comparisons, price and much more.

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 ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252
III. RESEARCH METHODOLOGY
The definition of research given by Creswell is ‘Research is a process of steps used to collect and analysis information
to increase our understanding of a topic or issue.’ It consist of three steps: pose a question, collect the data, and present
answer to the question.

3.1 Research Design

The type of research design chosen for the study is descriptive research. Descriptive research is a type of research that
describes a population, situation, phenomenon that is being studied.

3.2 Population
The area of study at Thrissur District. So the population of study is infinite.

3.3 Sample Design

A convenience sample simply includes the individuals who happen to be most accessible to the researcher. So the
researcher choose convenience sampling method for this study.

3.4 Sample Size

In this study the primary data collected from 50 respondents were selected for the study.

3.5 Hypothesis
H0: There is no significant relationship with online sites and buying behaviour.
H1: There is significant relationship with online sites and buying behaviour.

3.6 Data Collection

The collection of data is considered to be one of the most important aspects in the research methodology. Both primary
and secondary data is used in this study in order to meet the requirement of the purpose. Primary data: The primary data
is collected with well-structured questionnaire. Secondary data: The secondary data is collected from books, journals, or
other relevant websites.

3.7 Tools of Analysis

The collected data analysed with the help of relevant statistical tools such as percentage analysis.

3.8 Limitations
 Study was carried on with its own limitations in terms of resource.
 Findings of the study are based on the information supplied by the respondents, which might have been their
own limitations.
 Vague information

IV. LITERATURE REVIEW

Literature review is a description of published information in connection with the research. The review of literature of
the study is related with influence of online shopping sites with respect to the buying behaviour of youth. It reviews the
current issues in online marketing and influential factors affecting the online marketing.
Dr. Vijayalakshmi & Dr. R. Lakshmi (2019) found that mostly youngsters and youth generation (19-30 age group)
are very much interested in online buying because they know about technology and e- shopping. Consumers, all over
the world, are increasingly shifting from the crowded stores to the one-click online shopping format. However, in spite
of the convenience offered, online shopping is far from being the most preferred form of shopping in India.
Priti. S (2018) found that the effectiveness of placing brand communication on social networking sites which shows
that there is effect of online comments and reviews of products/brands on the buying behaviour of consumers. Study
revealed that people do come across various advertisements on social networking sites also prefer to go through the
Copyright to IJARSCT DOI: 10.48175/IJARSCT-7331 9
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 ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252
online comments and reviews regarding the brand/products before buying the products for them brand communication
on social networking sites plays important role to influence buying behaviour of the customers.
Priyanka. P (2018) found that social media can be used for increasing customer loyalty. With the help of continuous
customer support services leads to improvement in customer retention. New applications and social platforms will
flourish and allow even greater personalization and real time, location-based engagements in media. Relationship
marketing, brand loyalty and customer loyalty are the three cornerstones for any retail business. These are the
intangible resources and has added value for organisations.
N. Ratna Kishore (2017) explained that influencing behaviour of shopping sites which improve health, prevent
injuries, protect the environment and contribute to communities. More emphasized on principles and practices of social
marketing. There are five stages of social networking process planning, message and material development, pretesting,
implementation and evaluation and feedback. Social marketing applies to social and health sectors with an objective of
improve society by designing and implementing social marketing campaigns.
Assocham-Resurgent Joint Study (2017) explained that online shopping is expected to clock annualised growth of
115 percent this year, aided by fast-increasing data consumption and improvement in logistics, along with a number of
offers presented by e- commerce platforms. While recruiting, offers for employers a better understanding of their
potential candidates, Professional profiles on LinkedIn or adding personal information from Facebook or Twitter
accounts.

V. ANALYSIS AND INTERPRETATIONS

5.1 Gender Wise Classification
Gender Frequency Percentage (%)
Male 29 58
Female 21 42
Total 50 100
From the above diagram it shows that 29 (58%) are male and 21 (42%) are female. Thus, the majority of the
respondents are male.

5.2 Motivated factor to make purchase through shopping sites

Particulars Respondents Percentage (%)
Price 16 32
Quality 7 14
Variety of products 16 32
Time saving 8 16
Delivery process 3 6
Total 50 100
From the above diagram shows that 16(32%) respondents are motivated by variety of products and price, 8(16%)
respondents are motivated by time saving, 7(14%) respondents are motivated by quality and 3(6%) respondents are
motivated by delivery process. Thus, majority of respondents are motivated by variety of products and price.

5.3 Mode of Payment

Particulars Respondents Percentage (%)
Debit/Credit Card 10 20
UPI 16 32
Cash on delivery 22 44
Net Banking 2 4
Wallets 0 0
Total 50 100

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 ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252
From the above diagram shows that 22(44%) respondents prefer Cash on delivery, 16(32%) respondents prefer UPI,
10(20%) respondents prefer Debit/Credit/ATM Card, 2(4%) respondents prefer Net Banking and no respondents prefer
Wallet payment mode in online shopping. Therefore majority of respondents prefer cash on delivery in online shopping.

5.4 Worry about privacy problem while using shopping sites

Particulars Respondents Percentage (%)
Always 10 20
Sometimes 15 30
Occasionally 7 14
Rarely 16 32
Not at all 2 4
Total 50 100
From the above diagram shows that 16(32%) respondents are rarely worried, 15(30%) respondents are sometimes
worried, 10(20%) respondents are always worried, 7(14%) respondents are less worried and 2(4%) respondents are not
at all worried about privacy problems in online shopping. Thus, majority of respondents are rarely worried about
privacy problems in online shopping.

5.5 Problems faced by consumers in shopping sites

Particulars Respondents Percentage (%)
Internet Fraud 16 32
Leaking of private information 14 28
Cyber Bulling 3 6
Digital footprint 5 10
Unnecessary advertisement 12 24
Total 50 100
From the above diagram shows that 16(32%) respondents thinks internet fraud, 14(28%) respondents thinks leaking
private information, 12(24%) respondents thinks unnecessary advertisements, 5(10%) respondents thinks digital
footprint and 3(6%) respondents thinks cyber bulling can cause while using shopping sites. Thus, majority thinks
internet fraud can possibly cause in shopping sites.

5.6 Most used shopping site

Particulars Respondents Percentage (%)
Flipkart 29 58
Amazon 16 32
Jiomart 2 4
Snapdeal 1 2
Meesho 2 4
Total 50 100
From the above diagram shows that 29(58%) respondents use Flipkart, 16(32%) respondents use amazon, 2(4%)
respondents use Jiomart and Meesho, 1(2%) respondents use Snapdeal for online shopping. Thus, majority respondents
use Flipkart for purchasing from online store.

5.7 Problem faced while purchasing

Particulars Respondents Percentage (%)
Poor quality products 17 34
Delay in delivery 10 20
No physical verification 13 26
Damaged product 10 20

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 ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252
Non delivery 0 0
Total 50 100
From the above diagram shows that 17 respondents faced problem of poor quality products, 10 respondents faced
problem due to no physical verification, 13 respondents faced problem due to delay in delivery, 10 respondents faced
problem of damaged product and no respondents have faced problem due to non delivery. Thus, majority faced problem
of poor quality products in online shopping.

5.8 Expected product and real product influence

Particulars Respondents Percentage (%)
Strongly agree 13 26
Agree 20 40
Neutral 15 30
Disagree 2 4
Strongly disagree 0 0
Total 50 100
From the above diagram shows that 20(40%) respondents are agreeing, 15(30%) respondents having neutral opinion,
13(26%) respondents are strongly agreeing, 2(4%) respondents are disagreeing and no respondents are strongly
disagreeing towards the influence of consumer’s satisfaction for the expected product and the real product. Thus
majority are agreeing.

5.9 Influence to select a particular shopping site

Particulars Respondents Percentage (%)
Online Advertisement 8 16
Brand Value 17 34
Recommendations by friends & family 16 32
Self-Influence 9 18
Newspaper & TV Advertisement 0 0
Total 50 100
From the above diagram shows that 17(34%) respondents select a site by brand value, 16(32%) respondents select a site
by the recommendation of friends and family, 9(18) respondents select a site by self influence, 8(16%) respondents
select a site by online advertisement, no respondents select a site by newspaper and TV advertisement. Therefore
majority of respondents select a particular site by brand value.

5.10 Best shopping Experience

Particulars Respondents Percentage (%)
Flipkart 29 58
Amazon 18 36
Jiomart 0 0
Snapdeal 1 2
Meesho 2 4
Total 50 100
From the above diagram shows that 29(58%) respondents’ opinion is Flipkart, 18(36%) respondents’ opinion is
Amazon, 2(4%) respondents’ opinion is Meesho, 1(2%) respondents’ opinion is Snapdeal and no respondent is having
opinion about Jiomart. Therefore majority of the respondents have responded that Flipkart is the online shopping site
which gives the best shopping experience

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 ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252
5.11 Satisfaction level towards tracking order
Particulars Respondents Percentage (%)
Strongly agree 13 26
Agree 30 60
Neutral 7 14
Disagree 0 0
Strongly disagree 0 0
Total 50 100
From the above diagram its clear that 13(26%) strongly agree, 30(60%) agree and 7(14%) respondents thinks that
‘Track Order’ feature is influencing online decisions and none of the respondents neither disagree or strongly disagree
towards this opinion. Therefore, majority of the respondents agree that ‘Track Order’ feature influences online
decisions.

VI. FINDINGS
The findings of the study are as follows:
 72% of the people are satisfied, 14% of people are highly satisfied and 14% of people are having neutral level
of satisfaction in online shopping sites.
 Majority of people spend 16 – 30 mins for purchasing the products from shopping sites. • Most of the people
use Flipkart other than other online shopping sites.
 The study reveals that because of variety of products and price, people opt for online shopping through
shopping sites.
 Large number of people are agreeing that ‘Track Order’ feature is influencing the online shopping decision.
 Majority of people having an opinion that Flipkart is the online shopping site which gives the best shopping
experience.
 Large number of people are influenced by brand value and recommendation by friends and family to select a
particular shopping site.
 The major problems faced by the people while purchasing through online shopping sites are poor quality of
products, no physical verification, late delivery and damaged products .
 The major threats faced by the people while using online shopping sites are of internet fraud, leaking private
information, digital footprint and so on
 40% of people are agreeing, 30% of people are having neutral opinion, 26% of people are strongly agreeing
towards the influence of consumers’ satisfaction for the expected product and the real product.
 Large number of people prefer cash on delivery system rather than other mode of payments.

VII. SUGGESTIONS
 Since few of the people are not satisfied in the shopping sites the platform should be improved to increase their
level of satisfaction.
 Social media sites should need to solve all the threats faced by customers while online purchasing. • The social
media should make sure that the privacy of customers is always secure while using several sites.
 Introduce more and more attractive products of high quality.
 While providing offers and discount the number of people approaching towards social media for purchasing
products can be increased.

VIII. CONCLUSION
‘The study on influence of shopping sites on buying behaviour of youth ‘reveals so many facts about how the customers
use their shopping sites, how much time they spend in it and how they purchase through online. The use of social media
is growing day by day with the increase in usage of internet. Customers not only from the developed countries but also
those from developing countries are getting used to different social media sites. Online purchasing or online marketing

Copyright to IJARSCT DOI: 10.48175/IJARSCT-7331 13

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 ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)

Volume 2, Issue 1, November 2022

Impact Factor: 6.252
has become a challenge for marketers. Building relations with customers via social media and the way these channels
are managed is an essential element of the brand’s success.

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[9]. Kotler, P. and Armstrong, G. (2007) Principals of marketing (12th), Upper Saddle River, Prentice Hall.

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