( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

Impact Factor* - 6.2311

**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 165    Submit Your Rating     Cite This   Download        Certificate


    2 Author(s):  BHATTACHARYA, DEY

Vol -  9, Issue- 8 ,         Page(s) : 74 - 83  (2018 ) DOI : https://doi.org/10.32804/IRJMSH


The increasing use of the Internet by young adults in emerging markets such as India provides an opportunity for marketers to tap an underdeveloped segment of young net users. A better understanding of the drivers of online shopping behavior among young adults can enable online marketers to design more effective marketing strategies. The present research explores the relationship between shopping orientation of young adults in India and their online shopping behavior in terms of online shopping adoption and frequency. Primary data were collected through a self-administered questionnaire from 331 Generation Y respondents. The reliability statistics presented reveals that the alpha values are considered to be conventionally acceptable. The factor loadings corroborate the construct validity since the loading pattern shows that there is minimum overlapping and the constructs emerge as distinct. The respondents consider cash on delivery and offer as the most important variables influencing the level of satisfaction of online shoppers. The respondents also consider assortment and availability of information as important variables that the online shoppers look forward to while selecting an online marketer.

  1. Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: the effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707-733.
  2. Chan, K., & Fang, W. (2007). Use of the internet and traditional media among young people. Young Consumers, 8(4), 244-256.
  3. Delafrooz, N., Paim, L. H., & Khatibi, A. (2009). Developing an instrument for measurement of attitude toward online shopping. European Journal of Social Sciences, 7(3), 166-177.
  4. Feinberg, F. M., Krishna, A., & Zhang, Z. J. (2002). Do we care what others get? A behaviorist approach to targeted promotions. Journal of Marketing research, 39(3), 277-291.
  5. Giesen, L. 2008. What teens want? www.internetretailer.com (retrieved December 25, 2007)
  6. Gounaris, S. P., & Venetis, K. (2002). Trust in industrial service relationships: behavioral consequences, antecedents and the moderating effect of the duration of the relationship. Journal of Services Marketing, 16(7), 636-655.
  7. Grewal, D., Hardesty, D. M., & Iyer, G. R. (2004). The effects of buyer identification and purchase timing on consumers’ perceptions of trust, price fairness, and repurchase intentions. Journal of interactive marketing, 18(4), 87-100.
  8. Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80(2), 139-158.
  9. Harris, P., Dall’Olmo Riley, F., Riley, D., & Hand, C. (2017). Online and store patronage: a typology of grocery shoppers. International Journal of Retail & Distribution Management, 45(4), 419-445.
  10. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
  11. IAMA, 2011. http://www.iamai.in/policy/position-papers/2011.accessed on 05.08.2018
  12. Jay D. Lindquist, "Meaning of Image: A Survey of Empirical Hypothetical Evidence," Journal of Retailing, 50(Winter, 1974-75), 29-38
  13. Jayasubramanian, P., Sivasakthi, D., & AnanthiPriya, K. (2015). A Study on Customer Satisfaction towards Online Shopping. International journal of applied research, 1(8), 489.
  14. Keeney, R. L. (1999). The value of Internet commerce to the customer. Management science, 45(4), 533-542.
  15. Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156-173.
  16. Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
  17. Liu, F., Dixon, M., & Murphy, J. (2002). Exploring online buying and online trust in China. ACR Asia-Pacific Advances.
  18. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
  19. Martínez-López, F. J., Pla-García, C., Gázquez-Abad, J. C., & Rodríguez-Ardura, I. (2014). Utilitarian motivations in online consumption: Dimensional structure and scales. Electronic Commerce Research and Applications, 13(3), 188-204.
  20. Morganosky, M. A., & Cude, B. J. (2000). Consumer response to online grocery shopping. International Journal of Retail & Distribution Management, 28(1), 17-26.
  21. Sarkar, A. (2011). Impact of utilitarian and hedonic shopping values on individual’s perceived benefits and risks in online shopping. International management review, 7(1), 58-65.
  22. Shankar, V., Smith, A.K., & Rangaswamy, A. (2003). Consumer Satisfaction and Loyalty in Online and Offline 
  23. Smith Amy K, Bolton Ruth N, Wagner Janet. A model of customer satisfaction with service encounters involving failure and recovery. J Mark Res 1999; 36(3):356 – 72.
  24. Venkatesan, R., & Farris, P. W. (2012). Measuring and managing returns from retailer-customized coupon campaigns. Journal of marketing, 76(1), 76-94.
  25. Verhoef, P. C., & Langerak, F. (2001). Possible determinants of consumers’ adoption of electronic grocery shopping in the Netherlands. Journal of Retailing and Consumer Services, 8(5), 275-285.
  26. Wagner, J. & Rydstrom, G. (2001), Satisfaction, Trust and Commitment in Consumers’ Relationships with Online Retailers, Presented at European Conference of Association for Consumer Research, Berlin, Germany
  27. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
  28. Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly journal of electronic commerce, 2(1), 31-45.
  29. Zhang, Jie and Els Breugelmans (2010), “The Impact of an Item-Based Loyalty Program,” Unpublished working paper, University of Maryland.

*Contents are provided by Authors of articles. Please contact us if you having any query.

Bank Details