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Go Back       IAR Journal of Business Management | IAR J Bus Mng, 2020 | 1 1 ( Oct. 10, 2020 ) : 109-110.
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DOI : 10.47310       Download PDF       HTML       XML

Impact of Electronic Commerce on Consumer’s Buying Behaviour

Article History

Received: 15.09.2020; Revision: 24. 09.2020; Accepted: 07. 10.2020; Published: 10. 10.2020

Author Details

Dr. Anand A. Muley1 and Dr S R Sharma2

Authors Affiliations

1Department of Commerce J. M. Patel Commerce, Bhandara, Maharashtra, India

2Department of Electronics J. M. Patel Commerce, Art and Science College Bhandara, Maharashtra, India

Abstract: The main aim of the paper is to obtain quantitative describing the actuality of internet shopping in the case of the India in order to development of internet shopping and its impact on consumer behaviour. The paper build on the relevant secondary data and the same time examines consumer behaviour by questionnaires. Also, the outcome of the study shows that internet consumer faith and visible risk have strong impacts on their purchasing decisions. Consumer’s trust, privacy concerns, and measure factors for using internet for shopping, the trust on Online websites influence to the purchasing decision of any consumer. Further, the experimental result notified how the e- commerce companies to create marketing strategies though the search data and analysing result.

Keywords: Commerce, E-commerce, Internet shopping, consumer behaviour and consumer trust, Perceived Risk.


Commerce means trade as well as the services of Transferring the goods produced in industries to the consumers. Commerce is concerned with the exchange of goods and services. Commerce involves buying and selling of goods, commerce has a wider meaning it includes trade and aids to trade. i.e. Besides trade, it includes all those activities which help the expansion of trade. And today’s world, e-commerce is one of the factor to increase the trade in the world.


In the e-commerce industry there is the adoption of technology because the people want to increase the standard of living. It is one of the source to help the people for increasing the standard of living. Day by bay , increase the population in our country and most of the people use online website reasons that customers are buying and selling of products and services through using self-smartphone, tablet. It is increasing in the customer behaviour because everyone across countries has the personal Smartphones and tablets. The increase in the global e-commerce is providing the website satisfaction to the customer. People are focused on various websites on the Social media so that there could be the focus on the new opportunities to customer. And other benefit is customer uses their Smartphones and tablets anywhere in anytime.They use online website for ordering goods and services instead go to the market and savetheir precious time.

Today, with the expansion of E-commerce Platform, a study of customer behaviour on this platforms is a research agenda because e-commerce are likely to develop marketing strategies in firm through trust-building mechanisms and affecting customers intention to buy online products. The main trust of this paper focuses on examining the role of social factors on trust, which can influence an individual’s intention to buy. This paper mainly focus on e- commerce sources, consumer trust, intention to buy and effect on customer’s buying behaviours.

Meaning of E-Commerce:

E-commerce or Electronic Commerce means buying and selling of goods and services by businesses and consumers through an electronic medium, without using any paper documents. E-commerce is widely considered the buying and selling of products over the internet, but any transaction that is completed solely through electronic measures can be considered e-commerce. E-commerce is also known as internet commerce. These services provided online over the internet network. Transaction of money, funds and data are also considered as E-commerce.

Consumer’s Tendency: E-Commerce:

India is the second largest consumer market in the world. All age group’s people connect to E-commerce. There is a shift in consumer brand preference for daily need products to high end technologies with the explosion of technology. People from different age groups are doing online shopping regularly. In a country like India, Consumer want to reasonable price goods and people always attract to discounting goods or offer goods. So all e-commerce companies provide reasonable price goods, cashback and discounting goods and so on. In Festival season all companies provide many offers example 20% discount, 100% cash back, coupons, buy one get one free etc. so people attract that type deals and buying more product in online shopping.

The attitude of consumers is changing with the time. Consumers are finding online shopping comfortable because of many variable like cash on delivery, customization, or personalization of the website, and home delivery. So Number of E-commerce Companies try to fulfil all this variables. When a customer is satisfied with a particular internet store, then the customer buying goods again and again in same store. Therefore concepts of both customer satisfaction and customer retention have become increasingly important to online and offline business. It is important to understand the factors that drive consumer’s satisfaction and their choice of the online channels.

Impact of electronic commerce on consumer’s buying behaviour:

The topic research about Consumer’s buying behaviour with the use of electronic commerce or use of internet. Number of the Online Sites and Mobile Appsavailable for online shopping. Eg. Amazon, Flipkart, Snapdeal, Nyka, Zivame, Club-factory etc. In the e-commerce industry there is the adoption of technology because every customers want to improve our standard of living. In today’s world number of people busy in our jobs and works that’s why people have no time to go to market for purchasing goods and services. Busy World, in 1979, Michel Aldrich invented online shopping or E-commerce to enable online transaction processing between consumer and business or between one business to another. E-commerce is very helpful for pack of schedule people to buying and selling goods and services with the use of personal smartphone and tablet.

Similarly, in various countries there is the increasing in young population, the population getting interested in online websites as there is the increasing access or the use the internet based on the reasons that customers are buying the products. E-commerce is increasing in the customer behaviour because everyone across countries has the personal smartphones and tablets. The increase in the global e-commerce is providing the website satisfaction to the customer. people are focused on various websites on the Social media so that there could be the focus on the new opportunities to consumer. E-commerce is a 24×7 Hours service provider online market that means anytime anywhere we can use online market for buying goods and services.E-commerce is providing the various benefits to the consumers, as they can get the products and services of their own choices through the social interaction on the internet. The companies are focused on to increase the customer satisfaction, learn customer’s like and dislike and his preference thus, technology acceptance model by the companies are impacting in the mind of the consumer. The companies like Amazon,Flip-cart,Snapdeal and Club factory are using the web technology for the social interactions so that customers through the use of the internet can continue to increase the sale of products.

Consumer Trust in Internet Shopping:

Organisations have adopted many strategies so that they can facilitate consumers. The main aim of business to earn more and more profit. So with the help of internet shopping, Businesses are making more sales and profits because people like to place order online. The result of the study shows that consumer’s perceived risk and consumer trust have a strong impact on their purchasing decisions. Privacy concern and consumer trust are major factors that have the influence of internet shopping. Purchasing decisions of consumers can change due to these factors. Some customers still not buy goods online because they are not satisfied with the quality of products or they don’t feel safe while performing online transactions.

With the customer viewpoints some factors are very important for using e-commerce such as website design, loading speed of website, product reviews and rate, shipping policy, payment safety, easy return policy, customer support and other information related to products etc. if all this factor are fulfilled by organisation, the customer trust will be increased and they also use online shopping and e-commerce for buying goods and services.


This Study is mainly focus on the factors from the internet and examines those factors that affect the consumer’s online shopping behaviours. The research focus on internet shopping and consumer behaviours. Company provide online platform through e-commerce to consumers. Organisation provides all information related to products in social media. The information search is the most important factor that helps the customers find the suitable products or services for their needs. So the customers take the better decision for buying goods and services with the use of e-commerce.


  1. Ansushka publisher- Business organisation book.

  2. Economic Time of India Newspaper




  6. environment/e-commerce.

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