Determinants of Online Purchase Intention Among Young Consumers in Punjab

With the technological advancement, shopping behaviour among the young consumers undergone a paradigm shift. Online shopping has made the market available at a single touch of customer. The aim of the present article is to identify the determinants of online purchase intention among young consumers. A structured questionnaire based survey was performed in the state of Punjab, with a multi-stage stratified random sample of 200 respondents. The analysis was made with the help of descriptive statistics and Probit regression. The analysis of the Probit regression identified age, convenience and ease of quality comparison are positively affecting online shopping among youngsters. On the other hand, personal privacy, risk in giving card details and tangibility of product act as a barrier in online purchase intention among young consumers of Punjab. Online sellers should focus on these factors in order to target young consumers.