Does online shopping allure frugal buyers?

The present study aims at examining and pinpointing the essential factors that may influence online buyers' behaviours in India. For this purpose, it considers frugality, assimilated for a long time to a low consumer spending, as an impactful dimension of the consumer purchasing behaviour. A questionnaire was administrated, during a period of three months ranging from May to July 2020, to 642 adult online buyers living in the North of India. Collected data were then analysed via SPSS and AMOS softwares. The overall findings show that frugal consumers draw their attention mainly to price and discounts, convenience of online shopping, product quality and durability, as well as security aspects while taking online shopping decisions. The results enrich the literature on frugal online buyers' behaviours. They have practical implications for online marketers who are invited to understand the behaviour of frugal consumers and identify the factors that might affect their buying decisions.