Perception and Intention of Youth's Towards Online Shopping

Abstract

This study aims to investigate youth consumer's perception and intention towards online shopping through integration of technological acceptance model (TAM). Data were collected from 263 young people residing in Bhubaneswar city of Odisha, a state in the eastern region of India through a structured questionnaire during May/June 2015. The structural Equation modeling was employed to analyze the data and validate the research model. The results of this study indicated that different perception variables have different relationships with behavioral intention of youths towards online shopping. The results from this study will be useful for e-commerce companies in formulating appropriate marketing strategies, as well as developing appropriate applications that will attract more consumers by increasing their benefit perception. This study is confined to the response of 263 young people residing in Bhubaneswar city of Odisha. In future of similar types of study may be conducted in either part of the state as well as country with a relatively larger sample size including customers from different age groups. Although past literatures have focused on technological aspects of online shopping, few studies have examined the perception and intention of youth towards online shopping. Furthermore, most studies on online shopping perception have focused on the relationships between technology adoption factors and perception of users. This study provides a basis for further refinement of TAM model to predict behavioral intentions of consumers towards online shopping.