Online Shopping: Interplay of Influencing Factors, Risks & Benefits

This research paper talks about ONLINE SHOPPING. In this era where companies compete to grab and retain customers more efficiently than their competitors, online shopping came up as the ultimate solution which increase sales as well as profits of the companies by supplementing the bricks-and-mortar shopping model. Before starting, proper literature review was done of past studies on the factors influencing consumers while shopping online, to understand what exactly online shopping is and what are perceptions of consumer regarding online shopping.This paper was reviewed and explained with the help of Secondary data available through various journals, magazines, previous research papers and other useful internet material. Paper presents and attempts to study the concept of online shopping, various factors impacting decisions of consumer while shopping online like online shopping features, demographic factors, personality traits, situational factors, type of product or service under consideration and convenience, by giving the advantages and disadvantages of online shopping.