Authors: Dr. P. Parimaladevi, Mrs.M.Praveena
Abstract: The rapid growth of e-commerce has significantly transformed consumer buying behaviour, particularly among women, who now represent a major segment of online shoppers. This study aims to identify and analyse the key factors influencing women’s decisions to shop online and to determine the level of agreement among respondents regarding the importance of these factors. The objectives of the study are: (1) to examine the relative importance of technological, social, psychological, and economic determinants of women’s online shopping behaviour; (2) to rank the major factors shaping women’s purchase decisions; and (3) to assess the degree of consensus among women regarding these rankings. A structured questionnaire was administered to 250 respondents selected using simple random sampling, and the data were analysed using mean rankings and Kendall’s Coefficient of Concordance. The findings reveal that website/app user experience, product reviews and peer recommendations, and social media influence are the most significant predictors of women’s online shopping choices. Conversely, price sensitivity, personalization, and trust-related concerns were rated comparatively lower. Kendall’s W indicates low but statistically significant agreement among respondents, suggesting diverse consumer priorities. The study provides actionable insights for e-commerce platforms to enhance user experience and develop targeted marketing strategies.
DOI: https://doi.org/10.5281/zenodo.18031078
