Consumer Buying Behavior in Online Shopping: A Case Study of Ballia District

This study explores the factors influencing consumer buying behavior in online shopping within Ballia District, Uttar Pradesh.The shift to e-commerce has created a complex consumer landscape, and this study examines the interplay between digital literacy, demographic factors, and trust in online payment systems.Using a survey of 400 respondents, statistical tools like ANOVA and regression analysis were employed to analyze key variables.The findings reveal that age, income, and digital literacy are significant drivers of online shopping behavior, while payment security concerns remain a barrier for older consumers.