Predicting Factors Influencing Online Purchase Behavior among Indian Youth
Sanjeev K. Sharma1, Pooja Chopra2

1Prof. Sanjeev K. Sharma, University Institute of Applied Management Sciences, Panjab University, (Chandigarh), India.
2Dr. Pooja Chopra, ICSSR-Post Doctoral Fellow, University Institute of Applied Management Sciences, Panjab University, (Chandigarh), India.
Manuscript received on 21 August 2019 | Revised Manuscript received on 02 September 2019 | Manuscript Published on 16 September 2019 | PP: 765-772 | Volume-8 Issue-2S6 July 2019 | Retrieval Number: B11430782S619/2019©BEIESP | DOI: 10.35940/ijrte.B1143.0782S619
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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.
Keywords: Marketing Strategies, Online Customer, Purchase Intentions.
Scope of the Article: Marketing and Social Sciences