An Empirical Study on the Factors Affecting Online Shopping Behavior of Millennial Consumers

The online market in India is growing at an exponential rate, predominantly driven by the massive and extensive promotional activities. This strategy may not be appreciable in the long run, hence a real value addition is essential, which is explored through this study. The main objective of this res...

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Veröffentlicht in:	Journal of Internet commerce 2017-07, Vol.16 (3), p.219-230
Hauptverfasser:	SivaKumar, ArunKumar, Gunasekaran, Abirami
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitude and intentions consumer innovativeness Consumers Correlation analysis Empirical analysis Factor analysis Marketing millennial consumers perceived benefits perceived risks Population (statistical) Random sampling Regression analysis Statistical tests
Online-Zugang:	Volltext
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