• Mr. P. Sivakumar
• Dr. A. Latha

Aim:Nowadays, internet has become a medium for exchange of goods and services between buyers and sellers and has provided a different dimension to commercial activities. Due to the 24*7 shopping services offered by online retailers magnetize customers from all over the world buy goods with it. The purpose of the research is to analyse the online buying behavior of employees of IT firms at Chennai city. Research Design: Empirical research design was adopted for the study. Data Collection: The primary data was collected through structured questionnaire with open and closed ended questions. Books, magazines, journals, thesis and websites were referred to collect secondary data. Sampling technique: The data was collected from 100 employees based on stratified disproportional random sampling technique. Statistical Analysis: Analysis namely reliability test, descriptives, multivariate ANOVA (MANOVA), correlation and Friedman test were used. Findings: The study found that the online buying behavior of employees working in IT firms is good. It is also indicates that there is a significant association between employees’ preferences towards online purchase and their buying behavior. Possible suggestions and conclusions were discussed.

Online Shopping Behavior, IT Employees, Chennai City

"ONLINE SHOPPING BEHAVIOR OF IT EMPLOYEES – AN EMPIRICAL STUDY IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.111-116, February 2020, Available :http://www.jetir.org/papers/JETIRDM06019.pdf

"ONLINE SHOPPING BEHAVIOR OF IT EMPLOYEES – AN EMPIRICAL STUDY IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp111-116, February 2020, Available at : http://www.jetir.org/papers/JETIRDM06019.pdf