E-SHOPPING BEHAVIOUR AND PERSUADING ASPECTS

Every day, more and more people are buying online since it allows them to shop whenever, whenever, and whatever they want. The goal of the current study is to identify the variables impacting consumers' online buying habits.It also looks at how technology knowledge mediates the relationship between online shopping behaviour and deciding factors. Data have been collected from 312 Kashmir university students who have online shopping experience, following convenience sampling technique. Structured survey questionnaire has been used to collect data and SPSS 20 have been used to analyse this collected data.The findings also show that internet shoppers' purchasing habits are influenced by a number of different factors. While product information is perhaps the most enticing and fulfilling aspect of online shopping, consumers are wary about sharing their personal information online due to concerns about internet security and privacy.