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Determining the Behavioral Factors Affecting Online Purchase Intention among Young Adults

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dc.contributor.advisor Esichaikul, Dr. Vatcharaporn
dc.contributor.author Jain, Rishi
dc.contributor.other Autariya, Dr. Chutiporn
dc.contributor.other Silpasuwanchai, Dr. Chaklam
dc.date.accessioned 2021-07-08T03:02:05Z
dc.date.available 2021-07-08T03:02:05Z
dc.date.issued 2021-07
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/1007
dc.description.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 youngsters. Based on a 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. en_US
dc.description.sponsorship AIT Partial Fellowship en_US
dc.publisher AIT en_US
dc.title Determining the Behavioral Factors Affecting Online Purchase Intention among Young Adults en_US
dc.type Research report en_US


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