CONCLUSION
Majority of consumers of online shopping are
males and most of them belong to the age group of 31
– 40 years. Majority of consumers of online shopping
are graduates and most of them belong to the annual
income group of Rs.4,01,000 – Rs.5,00,000. The
exploratory factor analysis shows that convenience,
website features, security and time saving are the
factors affecting online shopping behaviour of
consumers. The regression analysis indicates that
convenience, security, website features and time
saving are positively and significantly influencing the
purchasing decision of consumers at one per cent
level.