Publication

Abstract : Individual Factors has been more important than a decade since the e-commerce first evolved. Researchers and practitioners in the electronic commerce constantly strive to obtain a better insight in consumer behavior in cyberspace e-commerce is the buying and selling of the goods and services online; internet is the best source to use this tool. The study is to understand how the individual factors and consumer choices would impact the online shopping behavior of students. The researcher followed descriptive approach, questionnaire developed based on five point Likert scale and data collected through both offline and online. Totally 235 samples collected from currently studying students, of which 216 were usable and snowball sampling method was followed. It is found that only 26% of online purchase influenced through the individual factors and consumer choices and rest is from unobserved variables.