*DR. ALPANA VAIDYA
ASSOCIATE PROFESSOR & HEAD DEPT. OF PSYCHOLOGY
SYMBIOSIS COLLEGE, PUNE
MARYWOOD UNIVERSITY, PENNSYLVANIA, USA
E –commerce has been around in India for more than a decade but has become main stream only in the last few years. E-commerce can be thought of as an activity wherein the customer uses the internet to order a product or service. In most circumstances, the transaction may happen online also. Online shopping places a heavy demand on the use of the internet. More and more people are gaining confidence about purchasing products online. Hundreds of million dollars are being invested by venture capital funds in this sector. Indian buyers are showing confidence in the online e-commerce. Today many Indians purchase goods like books, electronic gadgets, air and rail tickets, apparel, gifts, mobiles, computer peripherals, audio cassettes and CDs. As a result of growing investment and growing trend of consumers in online shopping the present study was conducted. Review of literature has shown that studies have been conducted with respect to rural urban differences with respect to online shopping, money spent in online shopping during festival season and so on. But studies have not been conducted to study trends in online shopping among college going students. In view of this an attempt is made in the present research to find out the trends in online shopping among College students of Pune city. The sample consisted of 1143 students from various colleges of Pune city out of which 711 were females and 432 were males. They were administered thirty six item questionnaire on “online shopping” developed by the researcher. Chi square test was carried out to test the hypotheses formulated. In addition percentage analyses were carried for data analyses. obtained results showed that in general girls like to shop online more than boys. Girls prefer mobile apps to shop online. Both boys and girls preferred Flipcart app more than other apps for online shopping. Regarding online payment gender differences were observed. More number of Girls prefer to pay online as compared to boys. Gender differences were also noticed on preference for online reviews before shopping. Results are discussed in the light of earlier studies and theoretical foundation.
Key Words- Online shopping trends, e-commerce