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@article{186832,
        author = {DR. VIJAY KUMAR SHARMA and Dr. Lalit Kumar Sharma and ANJALI},
        title = {EXPLORING ONLINE SHOPPING BEHAVIOUR AMONG RURAL YOUTH: A STUDY OF KINNAUR-ORIGIN STUDENTS IN HPU-SHIMLA, HIMACHAL PRADESH},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {2864-2868},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186832},
        abstract = {this study, “Exploring Online Shopping Behaviour among Rural Youth: A Study of Kinnaur-Origin Students in HPU,” examines how rural upbringing and semi-urban exposure influence e-commerce adoption among students from Kinnaur, Himachal Pradesh. Using a mixed-method approach, data were collected from 79 respondents through structured questionnaires and secondary sources. Findings reveal high awareness (97%) and smartphone ownership (94%), with social media as the main source of information. Convenience, product variety, and accessibility drive online shopping, while trust, payment security, and delivery issues remain concerns. UPI is the most preferred payment mode, though cash-on-delivery persists. The study also finds a decline in local market visits, indicating a shift toward digital consumerism. It concludes that rural youth are active digital participants but face infrastructural and literacy challenges. Strengthening digital infrastructure, e-literacy, and trust mechanisms is essential for inclusive e-commerce growth in rural India.},
        keywords = {Online Shopping Behaviour, Rural Youth, E-Commerce Adoption, Digital Literacy, Trust and Security, Kinnaur District, Himachal Pradesh University, Digital Inclusion, Consumer Behaviour etc.},
        month = {November},
        }