Vol. 10, Issue 4, Part C (2024)

Abstract
Online shopping is a well-known trend for corporate world and consumers. For global marketers, India’s online user base is expanding rapidly and West Bengal is not far behind. Consumers are playing symbolic role in online shopping. Technological advancements help consumers to be more aware and more cautious about their purchasing behavior. The present study empirically assessed the consumer online shopping behavior among the internet users of Kolkata city. This study also investigates influential factors and examine its influence on consumer behavior. This research study is a cross-sectional survey and fully based on primary source of data. Stratified random sampling method is used to collect the data by the structured questionnaire. 250 responses have been selected for analysis. Data collected has been analyzed by SPSS software using KMO and Bartlett’s Test to identify the effectiveness of factors. Also, to test the internal consistency and reliability, researchers applied Cronbach alpha. The study indicates three dominant factors i.e., Online shopping services, convenience and trustworthy. Besides this findings of the study will be presented and suggestion will be offered so as to make Online shopping more effective in India.