The Behavioral Factors Affecting Online Purchase Intention Among Young Adults

Online purchasing has increased significantly among 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 research focused on determining factors that influence the adoption of online shopping among youngsters. A conceptual model was built which helped in determining the effect of various online shopping factors namely behavioral stimuli factors, product-related factors, consumer concerns factors and service-related 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. 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. Spearman Correlation Analysis was conducted to determine the importance of potential online shopping factors. Return & Delivery and Claim Response Time were the most prominent concerns found in the study.