Abstract

The rise and rapid expansion of the internet and e-commerce have triggered notable shifts in our daily lives, presenting both prospects and hurdles for consumers, companies, suppliers, and intermediaries alike. Despite the encouraging growth of online purchasing in recent years, persistent concerns remain regarding transaction security and product delivery reliability. This ambiguity underscores the necessity for companies to explore the factors shaping consumer attitudes toward online shopping. This study aims to uncover the factors influencing consumer behaviour towards online shopping, particularly within the confines of Indore city. While reports indicate a growing trend of online retailing in India, with forecasts reaching significant benchmarks, uncertainties persist regarding adoption rates in tier two cities like Indore. Hence, this research seeks to investigate whether consumers in Indore harbor reservations towards online shopping and, if so, what factors contribute to these hesitations. Utilizing a primary data collection approach involving a sample of 200 respondents chosen through non-probabilistic purposive sampling, this study employs Exploratory Factor Analysis to pinpoint the key factors driving consumer attitudes towards online shopping. The findings unveil four noteworthy factors: Perceived Advantages, Perceived Uncertainty, Website Presentation, and Past Online Interaction. The findings of this research are important for businesses in Indore, a city that’s growing quickly. As Indore gets bigger, it’s becoming more like a big city. For businesses to succeed here, they need to understand what people like and worry about when they shop online. This study helps businesses see what factors influence people’s online shopping habits. With this knowledge, businesses can better adapt to the growing trend of online shopping in Indore, making sure it’s safe and reliable for everyone