ASCENDANCY OF SOCIAL MEDIA ELEMENTS ON WOMEN ONLINE BUYING INTENTIONS

Easy access to internet changed the status of online shopping in India. It has been observed from the report of 2019 online retailing have been continuously increasing in India. In this research paper the author made an attempt to find the factors influencing the buying decisions of women consumers. In this aspect, the various factors chosen were technological factors, security, social media, convenience, buying intentions and buying decisions. The target group of respondents was women living in Tirupathi. Convenience sampling was used for selecting sample units. The sample size chose were 390. The data was pooled by framing structured questionnaire. The author used Karl Pearson correlation, Linear regression, Multiple regression and SEM. The results showed that technological factors, convenience and security were having significant effect on buying intentions of women online consumers'. Social media was having any poor impact on their buying intentions. In turn buying intentions were significantly showing positive impact on the buying decisions. Further, structural equation model was built which showed the causal relationship between the selected variables in the study