Exploring the Digital Marketplace

A Thorough Examination of the Process of Online Consumer Decision-Making in the Region of Jammu and Kashmir

DOI

10.2991/978-2-38476-416-7_17How to use a DOI?

Keywords

Digital Marketplace; Online Consumer Behavior; Cultural Influences; Trust in E-commerce; Purchase Decision-Making

Abstract

This study paper delves into the ever-changing world of online marketplaces, specifically looking at how online shoppers in the one-of-a-kind Jammu and Kashmir area make their purchasing decisions. In order to provide a comprehensive picture of the elements impacting customers in this unique geographical and socio-cultural setting, the research takes a multi-pronged approach, integrating qualitative and quantitative approaches. The study starts by putting the Jammu and Kashmir digital marketplace into perspective, looking at the cultural variety, economic dynamics, and technical infrastructure of the area. A complete analytical basis is developed by a comprehensive literature analysis that draws on theories of consumer behavior, e-commerce models, and research investigations to construct the theoretical framework. The study gathers its main data via interviews, questionnaires, and observational analysis, all part of a mixed-methods research strategy. The survey instrument has been painstakingly designed to gather data on demographics, online buying habits, and the main factors impacting purchase choices. At the same time, qualitative insights on cultural preferences, trust-building mechanisms, and the influence of digital literacy are provided via in-depth interviews with a varied sample of online customers. These interviews reveal the intricacies of decision-making processes. To find out what factors significantly impact Jammu and Kashmir residents’ online shopping choices, we run regression models and factor analyses on the quantitative data. At the same time, emerging themes are identified and rich narratives are extracted from qualitative data via the use of thematic analysis. Both the theoretical and practical realms benefit greatly from this research’s conclusions. Culture, trust-building mechanisms, and digital literacy are just a few of the aspects that this research reveals impact consumers’ buying decisions. With ramifications for corporations, lawmakers, and scholars, it offers detailed insights into the localized adaption of global e-commerce models. The article also discusses the study’s shortcomings and suggests directions for further investigation. This research adds to the growing body of knowledge on digital consumer behavior by combining a rigorous methodology with a focus on a specific regional context. It could be useful for businesses trying to target diverse markets or for lawmakers trying to encourage sustainable e-commerce growth in special places like Jammu and Kashmir.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Syed Idrees
AU  - Sarita Agrawal
AU  - Iftikhar Basheer
PY  - 2025
DA  - 2025/06/14
TI  - Exploring the Digital Marketplace
BT  - Proceedings of Innovative Multidisciplinary Approaches to Global Challenges: Sustainability, Equity, and Ethics in an Interconnected World (IMASEE 2025)
PB  - Atlantis Press
SP  - 349
EP  - 375
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-416-7_17
DO  - 10.2991/978-2-38476-416-7_17
ID  - Idrees2025
ER  -