Ajay Kumar,
- Research Scholar, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Uttar Pradesh, India
Abstract
Online shopping has become a commonplace aspect of today’s consumer landscape due to the rapid growth of e-commerce. This study explores the particular elements that impact rural consumers’ online purchase behavior, whereas a large body of research has concentrated on the online shopping behavior of urban consumers. This study delves into the critical elements that influence rural consumers’ online buying decision-making processes, based on comprehensive surveys and data analysis. The study investigates how social networks influence rural consumers’ online purchasing preferences as well as aspects including product diversity, digital literacy, internet accessibility, and trust in e-commerce platforms. For companies, legislators, and marketers looking to capitalize on this expanding and underserved market niche, this study offers insightful information by illuminating the particular factors that influence online buying behavior in rural locations. By having a better understanding of these variables, tactics may be developed that are more suited to the needs and preferences of rural consumers in the online marketplace. Therefore, the goal of the research is to create a better marketing model that e-commerce companies may use to impact and draw users to their products. In order to get accurate research results, the study will employ a qualitative research approach to conduct one-on-one interviews.
Keywords: Online shopping, digital marketing, e-commerce, rural marketing, consumer behavior
[This article belongs to E-Commerce for Future & Trends (ecft)]
Ajay Kumar. Factors Influencing Online Purchase Behavior of Rural Consumers. E-Commerce for Future & Trends. 2024; 11(01):5-16.
Ajay Kumar. Factors Influencing Online Purchase Behavior of Rural Consumers. E-Commerce for Future & Trends. 2024; 11(01):5-16. Available from: https://journals.stmjournals.com/ecft/article=2024/view=131500
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E-Commerce for Future & Trends
Volume | 11 |
Issue | 01 |
Received | 27/12/2023 |
Accepted | 29/12/2023 |
Published | 17/01/2024 |