EXPLORING THE FACTORS INFLUENCING ONLINE SHOPPING CONVENIENCE IN THE INDIAN E-TAILING SECTOR

Purpose: This research has the aim of analyzing the factors which are influencing Online convenience. Here we mainly look into convenience as a key aspect of the research. Five dimensions of online shopping convenience: framework developed by (Jiang, 2013) is used to examine the convenience of online shopping. Design/methodology/approach: The quantitative method consisting of a multivariate Likert-scale questionnaire was adopted. A sample comprising of 163 respondents was used for data collection by the convenience sampling process. SPSS was used to perform the data Study, KMO, and Bartlett's Examination, Confirmation, and Normality, Study hypotheses were evaluated using factor analysis. Findings: The findings show that Access, transaction, and Possession/postpurchase. are the dimensions that have more impact on the usability of online shopping. This study's results expand beyond work on online convenience and help understand what factors drive online convenience for satisfaction. Practical implications: Online websites or brands can understand these factors and related to Online shopping convenience of consumer behavior and managers can focus more on the delivery of the products as we can see the highly affected factor. This will increase loyalty in the customer base