Predicting factors influencing online purchase behavior among Indian Youth

Abstract

To keep pace with the growing magnitude of the online retail platform in the Indian subcontinent, it has become crucial for e- retailers and marketers to decipher the key antecedents of customers’ purchase intention amongst the young Indian online customer. This study attempts to frame a conceptual model for finding the key determinants for online purchase intentions based on the data collected from 238 participants using the structured questionnaire method. Structured Equation Model was used on data collected to test hypothesizes of study. The study highlights that eWOM was the major contributing factor for Indian youth while shopping online This paper contributes to highlighting the importance of these factors and help e-marketers develop more customer specific marketing strategies to enhance the purchase intentions.