International Journal of Research in Economics and Social Sciences(IJRESS) Available online at : http://euroasiapub.org/current.php?title=IJRESS Vol. 6 Issue 8, August , 2016, pp. 18~28 ISSN(o): 2249-7382 | Impact Factor: 6.225 , | Thomson Reuters ID: L-5236-2015 International Journal of Research in Economics & Social Sciences Email:- editorijrim@gmail.com, http://www.euroasiapub.org (An open access scholarly, online, peer-reviewed, interdisciplinary, monthly, and fully refereed journals.) 18 IDENTIFYING FACTORS AFFECTING CONSUMERS' HESITATION TOWARDS ONLINE SHOPPING PROF. SEEMA G HARIRAMANI*, Dr. HEMAL PANDYA ** Keywords Abstract Internet users, Online Shopping Concerns, Factor Analysis, Online Shopping Hesitations In this fast changing and dynamic environment, everyone is having shortage of time. Everyone has lot many things to do. Due to this, people try to find out ways and means to save their time and justify lot many things to do at a time. Taking this into consideration and advantage of technology, companies are trying to give convenience to customers at their doorstep. Internet has played a revolutionary role in it. Most of the companies now try to sell their products online at the convenience of the customer. Some companies are successful also and are doing lucrative business. But still the BCG report says that Out of 30% rural population, only 15% use internet and out of 70% urban population, India has only been able to capture 10% population on internet. According to BCG report of June 2015 in Coming 5 years Indian e-commerce market will be 80 -100bn $. Lots of initiatives have been taken by Government to educate the people. Even the concept of DzDigital )ndiadz has been introduced by the Government of India to bring people online. Low level of penetration on online shopping encouraged to undertake this project to know that what stops people to shop online. The objective of this study is to try to understand the reasons or concerns that stop people/hesitate people to shop online. A sample of 1000 internet users from the city of Ahmedabad, was undertaken and were asked whether they shop online or not. Out of 1,000 people, 300 people replied negatively. All these 300 people were given a structured questionnaire which contained 27 statements with Likert Scale apart from questions related to demographic information. 275 questionnaires were usable, indicating response rate of 92%. The data was analyzed by using Factor Analysis technique with the help of SPSS. The findings suggested that Technical Aspects, Lack of Authenticity, Lack of Tangibl e aspects, Procedural Aspects, Lack of Infrastructure and Lack of Security were found to be the six major factors creating hesitation of the customers towards online shopping. 2395-7492© Copyright 2016 The Author. Published by International Journal of Economics And Social Science. This is an open access article under the All rights reserved. Author Correspondence Seema Hariramani Associate Professor Shri Chimanbhai Patel Institute of Business Administration, Ahmedabad. Gujarat, India.