E-shopping: An Extended Technology Revolution- An Investigation of Generation Z in Educational Hub, Pune

Abstract

This study attempts to investigate the factors affecting Generation Z consumers' online purchase intentions in India. Understanding the elements that influence young consumers' online purchasing decisions is crucial for businesses and marketers given the explosive expansion of e-commerce and the rise in their use of the internet. Traditional or physical stores are quickly being replaced by online shopping services. Customers' confidence in online purchasing sites has grown significantly over time. On the one hand, the rise in the number of these websites has resulted in severe rivalry, which benefits consumers by resulting in better and more affordable items. Customers worry about their privacy when shopping online, nevertheless, at the same time. This makes online purchasing a popular research topic. In order to get information from a representative sample of Indian Generation Z consumers, the study uses a quantitative research methodology that involves surveys. The results of this study have ramifications for academic publications as well as for enterprises that cater to the Indian Generation Z market.