Students Behaviour Towards Online Shopping: A Case Study in Higher Education Institutions of Lakhimpur District of Assam

The growth of internet technology has significantly influenced consumer online shopping behaviour worldwide. Online shopping, a form of e-commerce facilitates the purchase of goods and services via the internet. This study, data has been collected by using a simple random sampling method from higher education students at Madhabdev University in the Lakhimpur District of Assam. The research aimed to examine the relationship between students' age group, income, and educational level with internet use. Additionally, it sought to identify popular online shopping platforms and products, influencing factors, and challenges encountered by students regarding online shopping. The present study indicated a significant positive correlation between students' age group and internet use, income and internet use, and educational level and internet use. This study found that most respondents were highly influenced by factors such as time saving, offers and discounts, money saving, shopping enjoyment, safety and security, and efficient delivery systems. However, respondents also reported various challenges, including prolonged delivery times, visual discrepancies between product pictures and received goods, difficulty contacting sellers, and receiving damaged or incorrect goods.