Determinants of Online Purchase Intension: A Study on Indian Young-Adult Consumers

The purpose of this research is to explore diverse determinants of online purchase intention of Indian young adult consumers. After a detailed relevant literature review and theoretical framework on online purchase intention and factors influencing online purchase behavior, researchers framed a well-structured questionnaire for collecting required information from a sample of 300 Indian customers along with set of questions framed to conduct in-depth personal interviews. The collected data were summarized, coded, and controlled by using Software R-Studio along with Microsoft Excel software packages and analyzed by using statistical tools like observance of percentile, tally charts and chi-squares. Majority of Indian young adult consumers have given prime priority to price, whereas the quality variable has received next preference in the online purchasing. Astonishingly, Product design & features came down with a third priority given. Even though majority of the young adult consumers in India are involving online purchasing, they are not at all happy with the quality of the services they have received from online marketers.