From Clicks to Commitments: Exploring Online Shoppers’ Buying Preferences and Post-purchase Trends

This study explores the key factors influencing online shopping preferences and post-purchase behaviour among consumers in Tiruchirappalli, a rapidly digitizing Tier-II city in Tamil Nadu. Adopting a quantitative approach supported by qualitative insights, the research focuses on four major determinants: Product Quality & Authenticity, Price & Discounts, Delivery Time & Logistics, and Return, Refund & Customer Support. Data were collected from 431 respondents through a structured questionnaire, and the proposed model was tested using Structural Equation Modelling (SEM) via SPSS and AMOS Graphics. The findings reveal that all four factors have a significant positive impact on consumer buying preferences, with Return, Refund & Customer Support showing the strongest influence. Furthermore, buying preferences were found to significantly affect post-purchase behaviour, including repeat purchases, recommendations, and feedback. The model demonstrated good reliability, construct validity, and overall fit, confirming the robustness of the relationships among variables. This study offers practical insights for e-commerce platforms looking to improve customer satisfaction and loyalty in semi-urban markets. By understanding what drives consumer trust and behaviour, businesses can tailor their strategies to build lasting relationships. The research highlights the growing importance of digital experience quality in shaping long-term online shopping engagement in regional India