• Ms. SARANYA K
• Dr. S ANITHA

The increasing global population of internet users has led to a corresponding increase in the number of individuals participating in online purchasing activities. The surge in e-commerce activity cannot be predominantly attributed to advancements in technology, but rather is closely linked to shifts in consumer behaviour and tastes. The evaluation of customer emotions pertaining to online purchasing holds significant significance due to the critical role that attitudes play in predicting intentions to adopt this practice. These attitudes possess the capacity to either motivate clients to engage in online purchases or dissuade them from participating in such transactions. The present study aims to investigate the many factors that exert influence on the online purchasing behaviour of female adolescents residing in Chennai, India. The analysis explores five key factors: Perceived Risk, Trust, Convenience, Enjoyment, and Attitude. The results indicate that convenience plays a big role in determining satisfaction levels, whilst enjoyment and trust have a notable impact on individuals' views about engaging in online buying activities. Nevertheless, it is noteworthy that perceived risk does not exert a substantial influence on trust or opinions. The recommendations encompass enhancing convenience, implementing trust-building techniques, and fostering active interaction on social media platforms. To better our comprehension of online shopping behaviours within this population, it is recommended that future study incorporates broader samples and product-specific contexts.

Online shopping, Female adolescents, Convenience, Enjoyment, Trust, Perceived risk, Attitude.

"AN ANALYSIS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOUR OF FEMALE ADOLESCENTS ON THE ADOPTION OF ONLINE SHOPPING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.c568-c576, June-2024, Available :http://www.jetir.org/papers/JETIR2406272.pdf

"AN ANALYSIS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOUR OF FEMALE ADOLESCENTS ON THE ADOPTION OF ONLINE SHOPPING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppc568-c576, June-2024, Available at : http://www.jetir.org/papers/JETIR2406272.pdf