Consumer’s Perception Towards Online Shopping With Special Reference To Srinagar-Garhwal, Uttarakhand

• DOI: 10.51220/hjssh.v19i1.7
• Publication Date: 2025-02-11T17:07:34Z
• Authors: Raghav Chandna; Shiva Rani; E. Binodini Devi; Manwer Singh

In recent years, the marketplace has undergone significant transformations, largely driven by advancements in technological infrastructure. The rapid growth of E-commerce profoundly altered consumer purchasing behaviors and patterns, offering unparalleled convenience, access to a wide variety products, competitive pricing. Understanding these shifts behavior is essential for businesses aiming gain edge this fast-evolving landscape. Although numerous studies have been conducted area, ongoing research crucial due constantly changing environment; failing do so may result facing financial losses or even closure. Therefore, it imperative continuously study such dynamic context. This investigates impact Perceived Benefit (PB) Electronic Word Mouth (EWoM) on perceptions towards online shopping. To achieve this, primary data collected through structured questionnaire. gathered from 250 respondents city Srinagar-Garhwal, Uttarakhand, using simple random sampling ensure equal opportunity participation. Correlation regression analyses are employed assess strength relationships between Benefits (PB), EWoM, Additionally, t-tests p-values used determine significance individual predictors (PB EWoM), while F-statistics utilized evaluate overall model. conclude that strongly correlated with perceptions, PB emerging as driver shaping attitudes. While EWoM also influences its not substantial PB. boost sales maximize profits, should focus enhancing customer service encouraging satisfied customers share their positive experiences. approach will likely strengthen drive more favorable outcomes marketplace.