Unleashing the Utilitarian motivations of online shopping among Indian youth

Abstract

The study explores Utilitarian motivation of young Indian consumers during online shopping. According to internet world statistics report December 2013, India has the second largest number of internet users in the world next to china indicating a high opportunity for online business for electronic retailers and highlights the importance of utilitarian shopping benefits are young Indian consumers looking for. The current research examines utilitarian motivation in Indian context among Indian youth. A structured questionnaire was distributed to a sample of 280 Under Graduate and Post Graduates students specifically to those who had prior online purchase experience. Confirmatory factor analysis has been done using LISREL 8.8. Finally results were recorded and implications were discussed.