Abstract: The high rate of digital technology and internet penetration has greatly impacted the buying habits of consumers, especially in the area of online purchasing. Through this research, the study intends to examine the most important factors that drive consumers' attitudes toward online shopping, with a special emphasis on demographic profiles, security and privacy issues, and the influence of social influence like social media and word-of-mouth. A systematic questionnaire was utilized to gather primary data from 100 respondents through online questionnaires. Descriptive statistics, correlation, chi-square tests, and linear regression analysis were utilized using SPSS and Excel to examine the data. The study findings indicated that demographic factors like age and education play a significant role in the perception of online shopping. In addition, privacy and data security concerns have a negative influence on consumers' intentions to shop online, whereas social word-of-mouth and peer recommendation highly influence the decision to purchase online. The research offers insights of value to e-commerce sites to formulate strategies that respond to consumer fears and exploit social influence in order to enhance online interaction. The limitations are the relatively limited sample size and geographical concentration, which can influence the generalizability of the findings.

Keywords: Online Shopping, Consumer Behaviour, Demographic Factors, Privacy and Security, Social Influence, Purchase Intention.

Downloads: | DOI: 10.17148/IARJSET.2026.13229