A STUDY ON THE INFLUENCE OF DIGITAL APPLICATIONS ON THE PURCHASE DECISIONS OF URBAN WOMEN
DOI:
https://doi.org/10.29121/ShodhVichar.v2.i1.2026.91Keywords:
Digital Shopping Applications, Urban Women Consumers, Purchase Decision Behavior, Mobile Commerce (M-Commerce), Consumer Trust and SecurityAbstract
Urban societies have seen a major change in consumer purchasing Behaviour due to the quick development of smartphones, mobile internet and digital commerce platforms. Urban women have been treated as one of the most active consumers of digital shopping applications among various consumer groups because of their busy lifestyles, growing financial independence, and increased technological knowledge. This study looks at how metropolitan women between the ages of 18 and 45 make purchases in relation to digital shopping applications. The research mainly looks at how social influence, customized suggestions, ease of use, trust and security, app usability, and marketing strategies affects buying habits on the internet.
The study uses Google Forms to distribute a structured online survey as part of quantitative method. From urban women who actively use digital shopping apps, 250 valid replies were collected. To understand consumer Behaviour in digital environments, the study includes ideas from the Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB), Social Influence Theory, Trust Theory, and Consumer Decision-Making Theory.
Convenience, ease of navigation, home delivery services, customized recommendations, discounts, and platform trust are found to have an important effect on purchasing decisions. Additionally, the study suggests that influencer marketing, online communication, and social media reviews have an important effect on customers who value goods and services. Even older consumers prioritize on safety, security, and trust, younger women are willing to make impulsive and emotional purchases. The study results in the conclusion that in order to keep female consumers in a competitive online market, digital shopping apps need to set a high priority on customized user experiences, safe transactions, and effective communication methods in along with ease of usage.
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Copyright (c) 2026 Adithya Sibal, Dr. S. Dinesh Babu (Author)
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