Advances in Economics and Business Management (AEBM) Print ISSN: 2394-1545; Online ISSN: 2394-1553; Volume 2, Number 2; January-March, 2015 pp. 158-164 © Krishi Sanskriti Publications http://www.krishisanskriti.org/aebm.html Analysis of Factors Determining Consumer Preference for E-Purchasing Twinkle Kumar Sachchan 1 , A.K. Singh Suryavanshi 2 and Anupama Panghal 3 1 PhD Scholar, FBM Department, NIFTEM University Sonipat, Haryana 2 Prof. & Head, FBM Department, NIFTEM University Sonipat, Haryana 3 FBM Department, NIFTEM University Sonipat, Haryana Abstract—World Wide Web has established as a multi-tasking multi- functional element, acting as a networking source as well as transaction source for shoppers placed worldwide. It surpasses orthodox shopping system by promoting e-purchasing through its direct communication features. Present paper provides a deep insight, understanding & analysis of sundry determinant factors guiding consumer behavior apropos to adoption of this technology. At the same time, it will help Indian e-retailers to adjust, develop and considerably modify their strategies as per the demand of the consumers. Twenty seven variables were identified based on discussions from e-commerce professionals and literature review. Also the responses were collected through a structured questionnaire and the targeted respondents were majorly students of Universities. Responses so collected were examined through Factor analysis, a statistical tool which clustered all 27 variables into 5 major factors. The study concluded that factors like Ease of Shopping, Information Accessibility, Self-efficacy & Trust, wide gamut of goods & value for money majorly impact respondent's outlook for online shopping. This study might prove extremely helpful for retailers in understanding the consumers’ behavior. 1. INTRODUCTION New information and communication technologies (ICTs) bring about thoughtful and persistent influences on modern society – influences that are developing with the constant growth in technologies and the continuousrevival of the past ones. In present scenario, World Wide Web has developed as a multi-functional multi-tasking element, acting as a networking source along with a transaction source for shoppers placed worldwide, turning out to be leading future retailers. Essential and basic component of e-retailing is its straight direct communication channel. Shopping through Internet iseasier than orthodox shopping method as it meets out the latter’s constraints and hurdles like nervousness in new surroundings, traffic jam, overcrowding, less parking space, limited time etc. This has provided an alternative to customers. In India, Internet is still used as a novel source toll between the customers and retailers. Major proportion of an Indian population comprises of Youngsters especially students. Holding students as a customer on e-retail has been a challenge for any e-retail store and how to attract, what should be the strategy are basic questions to be addressed by new Indian e-retailers so as to stabilize their market. Critical, thoughtful work and focus is required in this region and the question wants a truthful answer. Really are Indian students ready to grip flexible, safe & reliable Internet shopping mode? The study thus focuses on to the identification of key factors that determines thepreference attitude of Indian students, upcoming young consumers towards online shopping. This study hence provides a deep insight and understanding of consumer behavior for adoption of a new technology and also will help Indian e-retailers to adjust, develop and considerably modify their strategy as per the demand of the consumers. 2. REVIEW OF LITERATURE Presently, large section of the population throughout the world access the Internet and make considerable proportion of transactions online (Keen et al., 2002; Xing et al., 2004; McQuitty and Peterson, 2000), incrementing the performance of business via electronic channelthroughout the world (Joines et al., 2003) and affording an enormous marketing chance and opportunity (Hoffman, 2000 ; Pollack, 1999). According to Bakos (1991), “Exchange of information about prices and offered products facilitates participation of buyers & sellers through an inter-organizational system called as e- marketing.” When we talk about Internet market, products & services are considered as digital information and requires information based channels for its delivery; giving a glimpse of virtual realm termed as E-retailing (Meuter et al., 2000).Online retailing is also defined as an electronic media through which the consumer and the dealer enter into a contract for sale and purchase, for the benefit of both the parties(SangeetaSahney 2008). Now days, Internet holds an important global level platform forgoods and services’ trading ultimatelymaximizing the profit in a business. The fast acceptance of the web Technology by consumers at large to manage online has been due to improvements incustomer characteristics, technology, and