Vol. 5 No. 2 (2021)
Articles

TO INVESTIGATE THE FACTORS INFLUENCING ONLINE SHOPPING AMONG YOUTH: A PERSPECTIVE FROM DEVELOPING NATION

Published 2021-08-06

Keywords

  • Youth, Online Shopping, India, technology

Abstract

As the world has witnessed a drastic change in last 18 months. This new normal has changed everyone’s life and made to think what has to be done. The role of technology has emerged out to be very strong and prominent in every phase of life. The decision taken by Indian govt of Demonetization and rolling out of 4G network has also fuelled up the increasing use of technology in day to life. This study is an attempt to figure out the factors influencing Online shopping. The result of EFA and CFA shows 7 factors with 30 variables. Factors like Perceived ease of use, Hendo, Social role and Risk were found to be most prominent among all.