Title: The role of shopping apps and their impact on the online purchasing behaviour patterns of working women in Bangalore

Authors: H. Manoranjan; V. Maheswari

Addresses: Department of Commerce, Annamalai University, Annamalai Nagar, Chidambaram, Tamil Nadu, 608002, India ' Department of Commerce, PS.PT.MGR Government Arts and Science College, Puthur, Sirkali (Deputed from Annamalai University), Tamil Nadu, 609108, India

Abstract: The study aims to analyse the impact of shopping applications on the shopping behaviour of the working women community in Bangalore, a city known as the IT hub. The research uses a quantitative analysis with SPSS version 23 software and a structured questionnaire survey technique to gather data from the working women community. The study uses descriptive statistics, ANOVA, regression, and Pearson correlation analysis to evaluate the perception of working women regarding the significance of online shopping applications. The results show that digital shopping applications are more prevalent among the working women community in Bangalore. The study also evaluates the socio-economic and psychological factors that influence their purchasing behaviour. The findings suggest that online marketers should enhance their strategies to improve their business on digital platforms. The research provides valuable insights into the shopping habits of the working women community in Bangalore.

Keywords: internet; shopping behaviour; digital platform; Bangalore; working women; socio-economic; psychological factors.

DOI: 10.1504/IJNVO.2024.142240

International Journal of Networking and Virtual Organisations, 2024 Vol.31 No.2, pp.106 - 126

Received: 08 Jan 2024
Accepted: 21 Jun 2024
Published online: 15 Oct 2024 *

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