• DAKSHAYINI RASADURAI
• Dr. M. RAGURAMAN

The researcher conducted a descriptive study to study the changes in the investment behaviour of the investors due to the effect of e-commerce especially among working people in Tirupattur town. Samples of 81 respondents from Tirupattur town were selected randomly and data were collected through well framed questionnaire. The data were analyzed by using simple percentage analysis and behaviour was tested by chi-square analysis. The findings revealed that 35% of the investors belong to the age group of more than 35 years, 42% of them having Rs.100000 to 300,000 annual income, 53% of them invest only less than 5% of their salary, 54% prefer personal investment for liquidity and safety, 52% prefer online investment, and 58% opined that the online investment experience is good. 46% used only net banking as their payment mode. Chi-square test was applied to find the changes in investment behaviour between personal investment and online investment. The result revealed that there is no change in behaviour. The study concluded that working people prefer life insurance policy as the best avenue of investment both on personal and online behaviour, e-commerce system provide more advantages in an investment activity through internet but it did not provide any change in behaviour in choosing investment avenues. The study recommends for the creation of awareness of e-commerce among working people in Tirupattur.

E-commerce, investment behaviour, online behaviour, investment avenue, etc.

"AN EFFECT OF E-COMMERCE ON INVESTMENT BEHAVIOUR AMONG WORKING PEOPLE: A STUDY FROM TIRUPATTUR TOWN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.92-99, January-2019, Available :http://www.jetir.org/papers/JETIRX006019.pdf

"AN EFFECT OF E-COMMERCE ON INVESTMENT BEHAVIOUR AMONG WORKING PEOPLE: A STUDY FROM TIRUPATTUR TOWN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp92-99, January-2019, Available at : http://www.jetir.org/papers/JETIRX006019.pdf