The School of Management(SOM), Adamas University, takes great pride in the fact that two MBA students named as Soumi Santra and Tanisha Mukherjee under the guidance of Dr. Nilanjan Ray, Associate Professor, School of Management have contributed articles to the 2nd International Conference on Digital Economy (Initiating And Leading Digital Transformation ) on 6-8 December, 2019 organized by The Centre for Digital Economy, Indian Institute of Management Raipur in association with the India Chapter of the Association for Information Systems (INAIS) at IIM Raipur. The name of the article is ‘A Study on Online Shopping Consumer Behaviour in Kolkata, West Bengal’ which identifies the effective factors influencing the online behaviour. The research depicts that the youngsters are much more attached to the online shopping rather than elder people and reveals that four important factors such as perceived risk, perceived enjoyment, perceived usefulness and perceived user friendliness influencing the online buying behaviour in West Bengal.
This type of participation of the students of SOM, Adamas University helps them to earn confidence and self-esteem by improving their skills, and providing the learners the tools needed to get success in real business world.
