• BIKRAMJIT CHOUDHURY

The recent trend shows that people are more interested in online shopping than traditional form of shopping. The growing no of e commerce websites, their attractive offers and variety of goods has fascinated the consumers to shift from traditional retail to online shopping. However this shift is not a pleasing experience to all. Malpractices of the e-retailers and the security issues has affected many and held back many more from participating in this mode of shopping. Unaware of the serious security issues a large number of people are making online purchases exposing themselves to the risk of identity theft and risk of financial losses. This paper attempts to study the consumers’ behavior towards online shopping i.e. why they purchase online?, the items they prefer to buy online, and their risk perception. For this purpose primary data have been collected and analyzed. Towards the end some suggestions have been put forward for enabling the online shoppers to make secure purchases.

Keywords: Consumer behavior, E-commerce, online shopping, Risk, Secure purchases.

"ONLINE SHOPPING AND CONSUMER BEHAVIOUR: A CASE STUDY OF BARAK VALLEY, ASSAM, INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.685-696, June-2019, Available :http://www.jetir.org/papers/JETIR1906S37.pdf

"ONLINE SHOPPING AND CONSUMER BEHAVIOUR: A CASE STUDY OF BARAK VALLEY, ASSAM, INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp685-696, June-2019, Available at : http://www.jetir.org/papers/JETIR1906S37.pdf