Title: Prioritising factors affecting online shopping behaviour: a fuzzy AHP approach

Authors: Ishani Patharia Chopra; Tanu Jain; Sanjay Gupta

Addresses: Bhagat Phool Singh Mahila Vishwavidyalaya, Khanpur Kalan, Sonepat, Haryana, Delhi NCR, India ' Bhagat Phool Singh Mahila Vishwavidyalaya, Khanpur Kalan, Sonepat, Haryana, Delhi NCR, India ' Sri Aurobindo College of Commerce and Management, Village Jhande, Ludhiana, India

Abstract: Digitalisation has raised the interest of a number of people in online shopping. The humongous growth of online shoppers has enhanced the challenges for e-retailers to understand the dynamic online shoppers' behaviour Therefore, the present study aims to understand the priority assigned to various factors that affect online shopping behaviour. Data was collected from 641 Indian online shoppers through a well-structured questionnaire using the snowball sampling technique. The result of fuzzy-AHP method indicate that habit (H) is the most important factor determining online shopping behaviour whereas social influence (SI) and hedonic motive (HM) are the least influential ones. Moreover, the most influential sub-criterion is the filter option of shopping websites that eases customers to access what they want. The present study offer practical implications to help e-retailers for developing effective strategies to overcome the challenges of attracting and satisfying online customers.

Keywords: buying behaviour; fuzzy analytical hierarchy process; F-AHP; online customers; online shopping behaviour; online shopping motivation; young customers.

DOI: 10.1504/IJIMA.2025.145067

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.2, pp.187 - 213

Received: 21 Nov 2022
Accepted: 16 Dec 2023
Published online: 18 Mar 2025 *

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