IMPACT OF DEMOGRAPHIC FACTORS ON CUSTOMERS’ PERCEPTION REGARDING ONLINE SHOPPING
Keywords:
Online shopping, demographic factors, customers’ perception, product perception, perceived risk and online shopping experience.Abstract
With just a simple click on a website portal, you can effortlessly engage in shopping anytime and anywhere in the digital age of the 21st century. Earlier people had to wait in a queue for their turn in local markets or malls. Online shopping is becoming quite popular now-a-days due to its quick and on-the time delivery. The primary aim of this research was to explore how demographic factors influence customers' perception of online shopping. The study involved 503 participants who were customers located in the tricity area of Chandigarh. Data collection was conducted using convenience sampling, and the gathered data was subjected to statistical analysis using t-test and ANOVA in the software SPSS. The research results indicated that, of the various demographic factors, age and education significantly influence customers' perception of online shopping; however, gender and income had no effect on customers' perception towards online shopping behavior.
