In the era of globalization, e - commerce is a great revolution. Online shopping through business to consumer websites is the use of the Internet for better marketing performance, and retailers are devising strategies to meet the demand of online shoppers ; they are busy in studying consumer behavior in the field of online shopping to see the consumer attitudes towards online shopping. We tried to check and modelize the change in frequency of online shopping visits with change in few characteristics and parameters of the business to consumer websites. It was found that frequency of online shopping and the number of visits to the websites increased with increase in content, variety, performance, security, and aesthetics of the websites. We established “Security” of the website as the major factor of concern for online purchasers. Customers had high apprehensions and misgiving attitude for breach of security ethics. They did not like being directed to spam sites, spam advertisements, unwanted links, pop - ups , etc. A dislike for storing of personal information by the website also creates worry and uneasiness amongst the purchasers. Thus, we can say that in order to increase the online shopping frequency and satisfaction, the B2C websites will have to cater to these reasons of mistrust and redesign their websites for increased consumer buying. This research can be used by various e-marketers to improve product selling through various business to consumer websites.

1. Baubonienė, Z., & Gulevičiūtė, G. (2015). E-commerce factors influencing consumers’ online shopping decision. Social Technologies, 5(1), 74 - 81.
2. Bourlakis, M., Papagiannidis, S., & Fox, H. (2008). E-consumer behaviour: Past, present and future trajectories of an evolving retail revolution. International Journal of E-Business Research, 4(3), 64 - 76.
3. Broekhuizen, T., & Huizingh, E. (2009). Online purchase determinants: Is their effect moderated by direct experience ? Management Research News, 32(5), 440 - 457.
4. Comegys, C., Hannula, M., & Váisánen, J. (2009). Effects of consumer trust and risk on online purchase decision-making: A comparison of Finnish and United States students. International Journal of Management, 26(2), 295 - 308.
5. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). New Jersey : Prentice Hall.
6. Juyal, S. A. (2013). Effect of demographic factors on consumer buying behaviour of durable goods. Indian Journal of Marketing, 43 (12), 24 - 33. doi: 10.17010/ijom/2013/v43/i12/80511
7. Kanupriya, R., & Kaur, A. (2016). A study of behaviour of consumer towards online shopping. Orbit-Biz-Dictum, 1(1), 43 - 55.
8. Katawetawaraks, C., & Wang, C. (2013). Online shopper behavior : Influences of online shopping decision. Asian Journal of Business Research, 1(2), 66 - 74.
9. Kerlinger, F.N. (1978). Foundations of behavioural research. USA: McGraw - Hill.
10. Kothari, P. P., & Mindargi, S. C. (2013). A study of investors’ attitude towards mutual fund with special reference to investors in Solapur City. Management Research (IJAFMR), 3(2), 1-12.
11. Kumar, A. H. H., John S. F., & Senith, S. (2014). A study on factors influencing consumer buying behavior in cosmetic products. International Journal of Scientific and Research Publications, 4 (9), 1 - 6.
12. Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior : The mediating role of purchase intention. Procedia Economics and Finance, 35, 401 - 410.
13. Mazumder, R. (2015). Factors influencing the buying behaviour of gemstones and yantra among households in West Bengal. Indian Journal of Marketing, 45 (5), 50 - 58. doi: 10.17010/ijom/2015/v45/i5/79940
14. Nagra, G., & Gopal, R. (2013). A study of factors affecting on online shopping behavior of consumers. International Journal of Scientific and Research Publications, 3(6), 1 - 4.
15. Nazir, S., Tayyab, A., Sajid, A., Rashid, H., & Javed, I. (2012). How online shopping is affecting consumers buying behavior in Pakistan ? International Journal of Computer Science Issues, 9(3), 486 - 495.
16. Prasad, C., & Aryasri, A. (2009). Determinants of shopper behavior in e-tailing: An empirical analysis. Paradigm, 13(1), 73 - 83.
17. Seock, Y. - K., & Norton, M. (2007). Attitude toward internet websites, online information search, and channel choices for purchasing. Journal of Fashion Marketing and Management, 11(4), 571 - 586.
18. Yu, T. - K., & Wu, G. - S. (2007). Determinants of internet shopping behavior: An application of reasoned behavior theory. International Journal of Management, 24(4), 744 - 762, 823.