Main Article Content
Abstract
Digital shopping is the need of the hour. Numerous transactions are made every day in online about both products and services. Online shopping is the term used for the purchases made through the internet. With a lot of inventions and facilities like laptops, tablets, and smartphones the purchase in the global market is made in a fraction of seconds. Consumers’ satisfaction is not a compromise here too. Needs and wants are met with the ultimate intention to retain the consumers thereby gaining loyalty. The present study was made to find out the impact of the product-related factors on buying behavior. Primary data was collected with an interview schedule from the online shoppers in two districts namely Erode and Tiruchirapalli. The data collected was analysed using the Structural Equation Modeling and results were interpreted. The behavior of customers in respect of satisfaction towards the product features to the district, with which they are transacting, varies according to the districts namely, Erode and Trichy.