Consumer Purchase Decisions on E-Commerce Platforms Among it Professionals in Tamil Nadu: An Empirical Analysis

Abstract

This study examines the impact of online shopping platforms on the buying behaviour of IT employees. With the rapid expansion of e-commerce in India, IT professionals represent a tech- savvy and high-purchasing segment due to their digital exposure, income levels and time constraints. The research aims to identify how platform-specific features such as user interface, delivery speed, discounts, payment options and customer support influence purchase decisions among IT employees. A structured questionnaire was used to collect primary data from IT employees working in urban areas of Tamil Nadu. Descriptive statistics and Chi-Square analysis were applied to test the relationship between platform attributes and buying behaviour. Findings indicate that Delivery Speed, Discounts and Offers and Payment Security are the most significant factors shaping purchase intent, while Product Variety shows limited influence. Social proof in the form of reviews and ratings also plays a crucial role in decision-making. The study concludes that online platforms must prioritize reliability, speed and transparency to retain IT customers. Personalized recommendations and seamless checkout experiences are key to improving engagement. For retailers and platform designers, understanding this demographic can help tailor strategies for higher conversion and loyalty.