Purpose: This study investigates the key determinants of online shopping behavior by examining how trust, convenience, and price sensitivity shape consumer purchase intention in the contemporary digital marketplace, and by identifying which of these factors exerts the strongest influence.

Variables: The study models three independent variablestrust, convenience, and priceand one dependent variable, online purchase intention.

Methodology: A quantitative, cross-sectional design was adopted. Data were collected from 200 online shoppers through a structured Google Forms survey measured on a five-point Likert scale, using convenience sampling in Jodhpur. The data were analyzed in SPSS and Excel through reliability analysis, descriptive statistics, Pearson correlation, and multiple linear regression to test four hypotheses.

Key findings: All scales were reliable (Cronbach’s alpha > 0.80). Trust (β = 0.42, p <.001), convenience (β = 0.35, p <.01), and price (β = 0.24, p <.05) each significantly and positively predicted purchase intention, supporting H1–H3. Trust emerged as the strongest predictor, supporting H4.