Impact of Motivating Factors and Purchase Barriers on Online Buying Behaviour of Rural and Urban Customer of Haryana

Impact of Motivating Factors and Purchase Barriers on Online Buying Behaviour of Rural and Urban Customer of Haryana Ms. Sucheta Assistant Professor, Dept. of Commerce, Government College, Narnaund (Hansi), Haryana Abstract The marketplaces are more intensive, hypercompetitive and all-inclusive in nature than ever. There are multiple factors influencing the motivation level and purchasing decision-making of customers. Gone are the days when individuals of Haryana had to start on lengthy journey for their shopping needs. In the present day, the shopping landscape has transformed dramatically. Online shopping is the one of the convenient ways of purchasing different products. This study is based on 600 respondents from rural and urban areas of Haryana who made minimum one purchase online in the last month, and literate. The aim of the study was to analyse impact of motivating factors and purchase barriers on online purchase behaviour of rural and urban consumers in Haryana. The study concludes that Personal Benefits, Social Characteristics, Website Features, Product Information, Promotional Features significantly affect the online buying behaviour; whereas, the dimensions and Technical Hassles Product related barriers and Payment related hassles have no significant impact on the online buying behaviour of rural and urban consumers in Haryana. Keywords: Motivating Factors; Purchase Barriers; Online Buying Behaviour; Rural Consumers; Urban Consumers; E-Commerce Adoption; Consumer Decision-Making