The main goal of the paper is to obtain quantitative evidence describing the actuality of internet shopping in the

case of the UK and China in order to explain the development of internet shopping and its impact on consumer
behaviour. The paper builds on the relevant literature and at the same time examines consumer behaviour by
questionnaires. Furthermore, the future development of internet shopping will be measured, and a deep
Comparison of consumer behaviour between these two countries is also analysed. To reach those objectives a
co-integration analysis and quantitative research methods are used to identify all aspect of the internet shopping
and impact on consumer behaviour. The data results obtained revealed in the paper support the research
questions that including recent trends and various issues of in internet shopping, and principal factors for
consumer behaviour. The paper, therefore, provides information for analysing these research questions to
conclude the status of internet shopping and its impact of consumer behaviour among UK and China consumers.
More specifically, the empirical results suggest how the Ecommerce Company makes marketing strategies
according the research data and analysing results. With the rapid development of network technology, the
Internet has strongly impacted the worldwide marketing environment. With the development of the Internet and
the increase of online shopping, it becomes important to explore the dimensions of online shopping. It also
reveals that online shopping is increasing day by day in the developing countries like India etc. The purpose of
this study is to analyse factors affecting on online shopping behaviour of consumers that might be one of the
most important issues of e-commerce and marketing field. However, there is very limited knowledge about
online consumer behaviour because it is a complicated socio-technical phenomenon and involves too many
factors. One of the objectives of this study is covering the shortcomings of previous studies that didn't examine
main factors that influence on online shopping behaviour. This goal has been followed by using a model
examining the impact of perceived risks, infrastructural variables and return policy on attitude toward online
shopping behaviour and subjective norms, perceived behavioural control, domain specific innovativeness and
attitude on online shopping behaviour as the hypotheses of study. To enhance and attract online customer it is
very important to know about their behaviour and understand what they require and need. Since online shopping
is the new medium of shopping with new demands of consumers. All customers have their own desires and
demands for products so that it is very crucial for all online retailers to identify and know about their online
consumers. The growing use of Internet in India provides a developing prospect for online shopping. If Emarketers know the factors affecting online Indian behaviour, and the relationships between these factors and
the type of online buyers, and then they can further develop their marketing strategies to convert potential
customers into active ones, while retaining existent online customers. This project is a part of study, and focuses
on factors which online Indian buyers keep in mind while shopping online. This research found that
information, perceived usefulness; ease of use; perceived enjoyment and security/privacy are the five dominant
factors, which influence consumer perceptions of online purchasing.