Factors Influencing Online Purchase Behaviour Of Rural Consumers
DOI:
https://doi.org/10.29284/31wfp851Keywords:
Online shopping, Rural consumers, Purchase behaviour, Thiruvallur district, E- commerce adoption, Trust, Security.Abstract
Although global retail has been significantly transformed by e-commerce, its impact on rural consumers remains comparatively limited (Pratiwi et al., 2025; Sanketh, 2024). This study examines the online purchasing behaviour of rural consumers in the Thiruvallur area, focusing primarily on trust, security, and loyalty in online shopping (Kumar & Gupta, 2022; Choudhury & Kar, 2021; Singh et al., 2020). Primary data collected through a structured questionnaire were analysed using percentage analysis, exploratory factor analysis, and one- way ANOVA with SPSS v25 (Hair et al., 2019). The findings indicate that technological features alone do not significantly drive rural buying behaviour; rather, trust and confidence shaped by prior experience play a decisive role (Rana & Dwivedi, 2020). Key influencing factors identified include convenience and accessibility, trust and security issues, preferred payment methods, high shipping costs and delayed deliveries, and digital literacy. Additionally, age, occupation, education, and monthly income were found to significantly influence online purchase behaviour.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
