Factors Affecting Internet Purchasing Behaviour in Jorhat District of Assam

Electronic commerce which generally refers to the sale and purchase of various products and services over the internet is continuously getting more and more competitiveness with constantly evolving technology. Online shopping which has become a new type of retail shopping has been widely adopted by the people all over the world and it is a rapidly growing area of e-commerce. The present paper analyze the various aspects of online shopping on consumer’s buying behaviour and the factors that determine the online shopping behaviour of the people in the Jorhat district of Assam state of India. Jorhat district is selected because it is one of the fastest growing cities of Assam. The data related to e-shopping behaviour of the people were collected in the month of November 2019 by taking a sample of 150 people through a well-structured pre-tested questionnaire. A Binomial logistic regression analysis has done to find out the factors that determine the online shopping behaviour of the surveyed respondents. The estimated results reveals that the probability of using online shopping services has a positive and signification relationship with household income, trust on website and risk aversion attitude of the respondents.