The Psychology of Online Shopping: A Study on Consumer Buying Behaviour in the Digital Age

The rapid digitalization of commerce has significantly transformed consumer buying behaviour. This study investigates the psychological and behavioural factors influencing online shopping preferences, focusing on demographics, motivations, payment choices, and changes resulting from the pandemic. A survey conducted with 100 respondents assessed their online shopping habits, including demographic information, purchase frequency, platform vpreferences, key decision-making factors, payment methods, and customer satisfaction levels. The findings reveal that convenience and time savings are the primary motivators for online shopping, followed by access to discounts and unique products. Clothing and accessories are the most frequently purchased items, with Amazon and Flipkart as the preferred platforms. While cash on delivery remains the dominant payment method, UPI-based payment apps are gaining popularity. The COVID-19 pandemic has increased online shopping frequency for 44% of respondents, and overall satisfaction is high, with 72% rating their experience as 4 or 5 out of 5. This study further explores the impact of psychological and demographic factors on online shopping behaviour within the Indian market. By analysing variables such as age, income, and education, we find that age has a negative correlation with online shopping, whereas income and education have positive effects. Gender does not demonstrate a statistically significant influence. These insights enhance the understanding of digital purchasing patterns, assisting businesses in developing targeted marketing strategies. Online shopping, consumer behaviour, digital commerce, purchasing habits, e-commerce trends, post-pandemic shopping