An empirical study of key parameters that impact purchase decisions of consumers who use e-commerce websites for online shopping in India

Electronic Commerce has experienced rapid growth during the last few years. It is a business technique by which consumers buy and sell goods and services online. It has not only helped in increasing speed of service delivery but also helped in reducing cost factors. Leading e-commerce Companies such as Snapdeal, Jabong, and Flipkartare aiding in growth and development of this concept. As per IMAI, domestic digital commerce market is expected to register much higher growth in coming years because of better internet penetration, increase in trust level and pricing advantage. Hence, it became important for stakeholders to know more about the e-attitude of the consumers and triggered an idea to conduct study on e-commerce shopping in India.Using the Multiple Regression Model, Means Comparison Analysis and Demographic Details, the study gave decent business in sights into the Indian consumer’s cognitive decision behavior when choosing products online