E-Commerce Boom: Analysing the Impact of Platform Reliability on the Purchase Behavior of the Customer during the Festival Season

Abstract: Online purchase behavior is determined by various factors like the psychology and the emotions of the customers at the time of their purchase. The article mainly focuses on the purchase behavior of the customers during the festival seasons. The study is based on the primary data and the data collected from the college students based on a convenient sampling method. We found that the platform reliability contributes more to the impulse purchase behavior during the festival season and there is a significant difference in the impulse purchase behavior based on the type of product. The study also found that the online shopping behavior offer types provided by the platform and purchase volume have significant associations between their age and their income but they do not have any association with their gender, educational level and their region of residence. Keywords: Digital Platform, Festival Season, Impulse Purchase Behavior, Platform Reliability