Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

Abstract

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.