Author(s) :   Dr. Hawa Singh¹, Dr. Naveen Kumar²

Abstract : The study investigates the factors limiting online shopping behavior among consumers in the National Capital Region (NCR) of India. As e-commerce continues to grow, understanding the barriers that prevent broader adoption is critical for businesses aiming to enhance their online presence. This research explores the role of trust, perceived risk, website user experience, and payment security in shaping online shopping decisions. A descriptive research design was employed, with data collected from 400 respondents through a convenience sampling method. The findings reveal that perceived risk and trust in e-commerce platforms are the most significant factors limiting online shopping behavior. Factor analysis identified four key dimensions: e-commerce trust, perceived risk, website experience, and payment concerns. Regression analysis further confirmed that e-commerce trust and perceived risk are the most influential predictors of online shopping limitations. The study provides valuable insights for e-commerce businesses seeking to overcome these barriers and improve consumer engagement.

Keywords: Online shopping behavior, trust, perceived risk, website user experience, payment security, e-commerce, consumer barriers etc.

DOI : 10.61161/ijarcsms.v12i7.44

Pages : 351-355

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