Does Online Shopping Affect Price and Quality Negotiation of Youngsters? A PLS-SEM View

Abstract

Purpose: Emerging market has several issues one of them is negotiation power of youngsters. Aim of this study is to see the effect of online purchasing on price negotiation and quality negotiation because youngsters are not taking care of price and quality while purchasing product offline. Design/Methodology/Approach: For the study researcher used primary data from Baroda city of Gujarat state. Total of 290 samples are taken for the study out of 300 by using simple random sampling technique. Researcher used SPSS 23.0 and Smart PLS 4 for testing the hypotheses and structure equation modeling. Finding: Researcher found that online shopping is affecting the price and the quality negotiation power of youngsters. All the hypotheses are significant in PLS-SEM that shows that there are direct relationship between online shopping and Price Negotiation and online shopping and Quality negotiation even in price and quality negotiation. Practical Implication: In this study researcher could not included the whole population for the study and only took some of the samples for Baroda city of Gujarat State. In youngster researcher included age group of 18 to 26 for the study. Practical Implication: From this study researcher can conclude that face to face dealing between buyers and sellers is the most important tool for increasing negotiation power of youngsters otherwise youngsters will not able to do negotiation in future.