© 2018 JETIR August 2018, Volume 5, Issue 8 www.jetir.org (ISSN-2349-5162) JETIRA006157 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 881 A STUDY ON STUDENTS’ PERCEPTIONS ON ONLINE SHOPPING AND FACTORS INFLUENCING ONLINE BUYING BEHAVIOR Dr Yasmin Janjhua, Dr Rashmi Chaudhary, Dr Piyush Mehta, Assistant Professor, Department of Business Management, Dr YS Parmar University of Horticulture and Forestry, Nauni, Solan Nakul Sharma, MBA student, Department of Business Management, Dr YS Parmar University of Horticulture and Forestry, Nauni, Solan Dr Krishan Kumar, Prof & Head, Department of Business Management, Dr YS Parmar University of Horticulture and Forestry, Nauni, Solan Abstract-In modern era internet has emerged as a useful marketing tool catering to the broad range of customers. Online shopping has become part and parcel of many people’s lives. The student’s perceptions on online shopping and the difference in perceptions on online shopping with respect to demographic variables of the respondents has been examined in the present study. Further the factors influencing online shopping behavior has been investigated. The participants in the present study have been the 150 students of colleges and universities in Solan and Shimla cities of Himachal Pradesh. The results showed that respondents strongly feel that online shopping is useful, saves time and is convenient. The effect of gender, age, educational qualification and background has been found to be non significant for majority of the statements of online shopping. The most important factor that influences online buying behavior of respondents is noted to be delivery time followed by quality, reputation of the company. The males considered delivery time and reputation of the company while females considered good description of goods and delivery time the most important factors that influence the buying behavior. Key Words: Internet, online shopping behavior, perceived risks, quality, security, delivery time Introduction and Literature Review Online shopping has become a more popular means of purchasing products and services (Bourlakis et al., 2008). Online shopping refers to the shopping behavior of consumer in an online store or a website used for online purchasing purpose (Monsuwe et al, 2004). Many factors motivate and influence the people to buy online such as convenience, more information, more choice to compare products and price, time efficiency easier to find anything online (Butler and Peppard, 1998; Hofacker, 2001; Hermes, 2000; Lim and Dubinsky, 2004; Wang et al., 2005; Prasad and Aryasri, 2009); perceived usefulness (Zhou et al. 2007). The studies have reported that some customers use online channels just to escape from face-to-face interaction with salesperson may be because of experienced or perceived discomfort when dealing with salespeople (Goldsmith and Flynn, 2005; Parks, 2008). In a study it has been noted that customers have associated internet shopping to a real game of chance, treasure hunt, fun and entertainment which reduces their psychological costs (Prasad and Aryasri, 2009). It has been noticed that consumers feel that online shopping has made their life easier as they do not have to stuck in the traffic, look for parking spot, wait in checkout lines or be in crowd in store (Childers et al., 2001). Internet traits, attitudinal traits and convenience significantly affect online shopping behavior (Sharma and Sitlani, 2013). However, some consumers still feel uncomfortable to buy online. Major reasons that impede them from online shopping include unsecured payment, slow shipping, unwanted product, spam or virus, bothersome emails and technology problem, lack of trust (Chen and He, 2003; George, 2004), security (Laudon and Traver, 2009); web site environmental characteristics (Mummalaneni; 2005), fear of being cheated and misusage of their personal information; past online shopping experience (Comegys et al., 2009), intangible nature of the online products, (Comegys et al., 2009; Goldsmith and Flynn, 2005). Some people think the product information provided in website is not enough to make a decision and does not meet their expectation (Liu and Guo, 2008); identifying perceived risk (Hansen et al, 2004). One study revealed that the availability of extensive and current information, monthly family income, and experience of using internet are the important factors influencing Indian customers' attitude toward online shopping. The results also indicated that customers' concern about online security is the most important reason for customers not engaging in online shopping (Banerjee et al., 2010). Perceived Risk in terms of financial risk, privacy, security and product guarantee/warrantee hinders the young students to shop online (Sharma and Sitlani, 2013). The comparison between online and offline shopping reported that although online shopping involves no travel, product carrying, restrictions on shopping hours, offering greater accessibility, convenience and time saving yet online shopping does not permit physical examination of the products (feel, touch, sample and trial), interpersonal communication or instant gratification, and often incurs shipping and handling costs as meted by offline shopping (Grewal et al 2004). However, the fact is that with the rapid development of network technology internet has moved us from the traditional shopping era into a new era of online shopping and the shoppers are gaining tremendous benefits from purchasing goods and services online.