The rapid growth of e-commerce has significantly influenced consumer behaviour, making it essential to understand the factors shaping online purchase intentions. This paper explores factors which affecting consumer perception, particularly during a recession, using Exploratory and Confirmatory Factor Analysis. The research examines respondents across six administrative divisions of Haryana to analyse the impact of factors such as website design, price offerings, trust, security & privacy, delivery, innovation. The Principal Component Analysis (PCA) with Varimax rotation identified six key factors, followed by Price Offering, Trust, and Security & Privacy. The results highlight the importance of these variables in shaping consumer trust and decision-making in online shopping. The paper provides important insights for businesses, policymakers, and marketers to enhance consumer experiences, strengthen security measures, and optimize pricing strategies to boost online shopping adoption. Future research can extend the analysis to different demographics and market conditions..
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