abstract

The way things are purchased and sold has changed due to India's fast rise in internet users, which has led to an exponential rise in online shoppers. Numerous studies focused on drawing in and keeping customers have been sparked by the growth of internet purchasing. Numerous studies have been conducted from the viewpoint of online shoppers due to the possible advantages and security concerns of online buying. Predicting and explaining why consumers would accept internet purchasing is equally crucial. Given the increased level of competition, it is critical for online retailers to comprehend why customers choose to shop online and investigate the issues they encounter when doing so. In light of this, the researcher was compelled to investigate the attitudes of consumers in the study area, Palghar District, about internet buying. By describing the consumer's intention to make an online purchase, his behavior before, during, and after the transaction, as well as how the advantages of online shopping affect his degree of pleasure, the researcher aims to forecast the consumer's attitude. Additionally, customers must be aware of the advantages of online buying as well as the providers of this service. Customers' needs, wants, dislikes, attitudes, behaviors, and lifestyles are all constantly changing in the technologically driven online retail sector.