Advanced International Journal for Research

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A Study on Online Shopping Behaviour among IT Professionals in Chennai

Author(s) Mr. G RAJASEKARAN, Dr. G RAMU
Country India
Abstract The rapid advancement of digital technology has transformed the internet into a powerful medium for the exchange of goods and services between buyers and sellers, creating a new dimension in commercial activities. The rapid growth of online shopping, supported by round-the-clock availability, convenience, and a wide range of product choices, has significantly influenced consumer purchasing patterns. Employees working in the Information Technology (IT) sector are among the major users of online shopping due to their higher internet exposure, technological awareness, and busy work schedules. In this context, the present study aims to analyze the online buying behavior of employees working in IT firms in Chennai city. The study adopted an empirical research design to understand the purchasing behavior and preferences of IT employees. Primary data were collected from 100 respondents using a structured questionnaire comprising both open-ended and closed-ended questions. The respondents were selected using a stratified disproportionate random sampling technique to ensure adequate representation. In addition, secondary data were collected from books, journals, magazines, theses, and relevant websites to support the study. For data analysis, various statistical tools were employed, including reliability test, descriptive statistics, Multivariate Analysis of Variance (MANOVA), correlation analysis, and the Friedman test. These tools helped in examining the relationship between demographic factors, preferences toward online shopping, and buying behavior of IT employees. The findings of the study reveal that the overall online buying behavior of IT employees in Chennai is positive. The results also indicate a significant association between employees’ preferences toward online purchasing and their actual buying behavior. Factors such as convenience, time saving, product variety, and ease of payment play an important role in influencing online purchases. The study concludes that online shopping has become a preferred mode of purchase among IT employees. Based on the findings, suitable suggestions are offered to online retailers and policymakers to improve online shopping services and enhance customer satisfaction.
Keywords Online Shopping Behavior, IT Employees, Chennai City
Field Arts
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-01-27
DOI https://doi.org/10.63363/aijfr.2026.v07i01.3088
Short DOI https://doi.org/hbmz2p
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