Determining the behavioral factors affecting online purchase intention among young adults | |
| Author | Jain, Rishi |
| Call Number | AIT RSPR no.IM-21-02 |
| Subject(s) | Electronic commerce--India Consumer behavior--India Confirmatory factor analysis |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Information Management |
| Publisher | Asian Institute of Technology |
| Abstract | Online purchasing has increased significantly among the youth around the world due to the increase in the use and adoption of the internet. This study concentrates on the consumer behavior of millennials in the Indian e-commerce market. The first objective of the research focused on determining factors that influence the adoption of online shopping among the youngsters. Based on comprehensive literature review, nineteen prominent factors were chosen and were grouped into five categories namely Behavioral Stimuli, Product Related factors, Consumer Concerns, Feedback, and Service. A conceptual model was built based on the categories and factors found. The developed model helped in determining the effect of various online shopping factors on purchase intention. To gather responses, a survey questionnaire was formulated and distributed. The survey was conducted on Indian people above 18 years and having online shopping experience. On the obtained responses cluster sampling was done to gather responses of the 18-34 age group. Confirmatory Factor Analysis was carried out to validate the fit of the proposed conceptual model. To achieve the second objective of determining the importance of potential online shopping factors, Spearman Correlation Analysis was conducted on each of the independent variables against the dependent variable „Purchase Intention‟. According to the results obtained from the correlation analysis - Offers, Return and Delivery, Product Rating, Alternatives of the product and Customer Reviews on a product were the most important factors that millennials consider. On the other hand, the Online Payment Process and Security of Transaction factors were least important to the youngsters. The third objective of the study provides suggestions to prominent concerns found from the research. Return & Delivery and Claim Response Time were the most prominent concerns found from the study. To overcome delivery and return issues, online shopping platforms can choose a reliable delivery partner, generate a unique delivery code, and can also use track and trace technology. Whereas having a 24/7 helpdesk, providing quick response and a claim tracking ID can help in solving claim and complaint issues. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Vatcharapon Esichaikul |
| Examination Committee(s) | Chutiporn Anutariya;Chaklam Silpasuwanchai |
| Scholarship Donor(s) | AIT Partial Scholarship |
| Degree | Research studies project report (M. Eng.) - Asian Institute of Technology, 2021 |