FACTORS AFFECTING THE COMPULSIVE BUYING BEHAVIOR AMONG CONSUMERS DURING ONLINE SHOPPING

The consumer’s internal factors are the most significant as they differentiate them from others in buying behavior. Consumers do have different needs, urges (physical, psychological) and for the satisfaction of their needs they adopt different kinds of behavior. The purpose of this research is primarily to identify and get insight into what main factors impact online compulsive buying behavior. Further, will investigate if any segments can be established by identifying the consumers and how they relate to identified factors. The scope of the present study consists of 700 respondents from Punjab, Haryana, and Chandigarh (U.T) and NCR who are regular online buyers had been selected for data collection. Six factors i.e. online compulsive buying behavior, internet addiction, behavioral response, materialism, self-perceived attractiveness and depression were identified which have significant impact on the online compulsive buying behaviour. The development of the internet has given consumers access to various products and provides them to choose the best one at just a click (from brick to click) and has resulted in other problems such as online compulsive buying. Today the consumer can search, choose, compare, make or see a review about the product online. This has paved the way to complex online consumer behavior, and the demands and expectations of consumers are increasing.