MODELING OF CONSUMER BEHAVIOR OF ONLINE SHOPPING OF SELECTED ELECTRONIC GOODS IN HARYANA
Internet buying is a new concept that has given everyone countless opportunities. India is third in the world for internet shopping, behind Japan and America. In the last ten years, the Internet has experienced remarkable growth as a medium, and online shopping is the fastest-growing segment of browsing. The major goal of this probe is to investigate, in particular, what characteristics have a direct impact on consumers who shop online. The five determining factors-pricing, promotion, success, influence, and hindrance as well as the effects of a total of 34 different variables were all investigated. A Google form was used to collect data from the 650 respondents, and second-order CFA was used to analyze the results. The results illustrate that, except for influencing (0.458) and price (0.449) in the case of the primary construct for consumer behavior, factor loadings for all constructs were reported above the approved threshold of 0.5. According to numerous studies, low factor loading (0.5) is acceptable if the sample size is greater than 300, the composite reliability and AVE of the construct were above acceptable levels, and the model fit indices are recorded within an acceptable range.
Consumer behavior, Online shopping, Electronic goods, Models of consumer behavior, Influencing factors, CFA