Young Adults of India-Online Surfers or Online Shoppers

Innovativeness/Novelty-Seeking Behavior as Determinants of Online Shopping Behavior Among Indian Youth

“…The new innovations attract the youth, as it enables them to express themselves as technology savvy. Most Indian youth feel confident about the Internet for accessing information and interacting with their friends (Berkowitz et al 2000;Comegys and Brennan 2003;Gupta et al 2008). This is in line with earlier research that states that Internet users perceive its utility in searching for information about a purchase (Hoffman and Novak 1996;Maignan and Lukas 1997;Moe and Fader 2004;Soopramanien and Robertson 2007).…”

“…The shopping Web sites are considered important for acquiring new information. Indian youth use Web sites for browsing, looking for new information, and chatting (Sudhakar and Rao 2003;Gupta et al 2008). Innovativeness or novelty-seeking behavior is a stimulation need and a desire to look different (Steenkamp, Hofstede, and Wedel 1999).…”

“…Vij (2007) stated that the younger generation constitutes an attractive segment for online retail, as they spend more time browsing the Internet (Reimer 2006;Vij). Research published by Gupta, Handa, and Gupta (2008) regarding online shopping by Indian youth found that consumers do not trust Web sites for shopping. Indian consumers are reluctant to purchase expensive products online, and their online behavior is restricted to browsing.…”

Factors Influencing Generations Y students’ Attitude towards Online Shopping

“…However, the majority of students do not shop online (87%). The findings support those of other researchers (Jordaan & Ehlers, 2009:31;Gupta, Handa and Gupta, 2008:437;Gupta, Handa & Bharat, 2008:437;Van der Heijden, Verhagen & Creemers, 2001:4) who posited that a relatively small percentage of Generation Y consumers shop online, and that those that shop online, did so for small value items (Gupta, Handa & Gupta, 2008). Table 2 presents the mean scores of student's responses to the factors affecting online shopping.…”

“…The study adopted a similar approach to Ramnarain and Govender (2013); Jordaan and Ehlers (2009) and Gupta, Handa & Gupta (2008) who targeted students at universities. This research targeted students studying undergraduate and postgraduate degrees.…”