ONLINE SHOPPING BEHAVIOR AND ITS IMPACT AMONG UNDERGRADUATE STUDENTS IN INDIA

Background: Online shopping is one of the common modes of purchase among students; at the same time, it can cause a significant impact on them. Objective: To assess the online shopping behavior and its impact among undergraduate students. Methods: 150 undergraduate students from various professional and non-professional colleges in Rachi, Jharkhand, participated in this cross-sectional study. Samples were selected using a simple random sampling method. We collected data using a demographic proforma, a self-structured questionnaire, and a five-point rating scale. The data were analysed using SPSS version 16.0 and Jamovi version 2.3.28. Frequency and percentage, mean and standard deviation, and the Kruskal-Wallis test were used. Results: The study showed that the majority of the samples shopped more than twice annually (78%) and favored Flipkart (65.3%) over other online shopping platforms, with fashion accessories accounting for the majority of purchases (42.7%). The study's findings indicate that the majority of the sample made purchases based on product quality (74.0%), while 56.0% expressed a preference for online shopping because it eliminated the need for travel. The study also found online shopping sites that provide high security have the highest mean and standard deviation (11.4 + 2.20), closely followed by convenience (11.1 + 2.47). The study also found a substantial psychological impact due to online shopping among undergraduate male and female students. (χ² 4.443, p 0.035, ε² 0.02982). Conclusion: Online shopping has become a ubiquitous part of undergraduate life, offering both benefits and challenges. By fostering financial literacy and responsible consumer habits, students can enjoy the advantages of e-commerce without compromising their well-being.