Factors Influencing the Online Shopping Behavior: Study on Working and Non-Working Women

The research article investigates the distinct factors influencing the online shopping behavior of working and non-working women in the era of e-commerce growth. Leveraging a quantitative research design, data was collected from 125 respondents using a standardized questionnaire. The analysis reveals significant correlations between factors such as accessibility, variety, competitive prices, security, ease of navigation, and the frequency of online shopping engagement. Regression analysis further confirms the importance of these factors, with findings indicating that individuals who perceive online shopping as convenient, offering diverse products, competitive prices, and secure transactions are more likely to engage in online shopping frequently. Recommendations are provided for e-commerce businesses to tailor their strategies, focusing on market segmentation, user-friendly platforms, product variety, personalization, social media marketing, addressing security concerns, and offering diverse payment options. Limitations are acknowledged, including the focus on a limited set of factors and the demographic bias of the sample population. Future research avenues are suggested to explore a broader range of factors and gather data from more diverse populations. The study contributes valuable insights into the evolving landscape of online retail, empowering businesses to better understand and cater to the needs of working and non-working women as distinct consumer segments