Main Article Content
One of the most crucial concerns in the world of e-commerce and marketing is the analysis of factors influencing consumers' online shopping behavior. However, because it is a complex socio-technical phenomenon and involves so many variables, there is very little research regarding online consumer behavior. One of the goals of this study is to fill in the gaps left by earlier studies that failed to look at the key variables influencing online buying behavior. To achieve this goal, a model was used, with the study's hypotheses being the influence of subjective norms, perceived behavioral control, domain-specific innovativeness, and attitude on online shopping behavior. The model also examined the impact of perceived risks, infrastructure variables, and return policies on attitude toward online shopping behavior. 200 questionnaires were circulated among Ahmedabad-based internet retailers to investigate these possibilities. The questionnaire's respondents were randomly chosen Ahmedabad customers of internet retailers. Finally, regression analysis was applied to the data to assess the study's hypotheses. When looking at the study's objectives and descriptive-survey characteristics (such as the sort of correlation used), it may be said that it is an application of research. The study found that attitudes regarding online purchase were negatively impacted by financial concerns and non-delivery risk. Additionally, the findings showed that subjective norms and domain-specific innovation significantly influence online shopping behavior. Additionally, attitudes toward online buying had a beneficial impact on customers' online shopping activity.