Title: Why generation Y prefers online shopping: a study of young customers of India

Authors: Pradip Swarnakar; Ajay Kumar; Sanjay Kumar

Addresses: Department of Humanities and Social Sciences, ABV-IIITM Gwalior, Gwalior 474015, MP, India ' Department of Applied Sciences, ABV-IIITM Gwalior, Gwalior 474015, MP, India ' Department of Information Technology, ABV-IIITM Gwalior, Gwalior 474015, MP, India

Abstract: The purpose of this research is to identify the relationship among online purchasing behaviour of the customer with customer's personal characteristics, demographic and webographic traits and the web-store qualities. This study employs logistic regression and artificial neural networks to predict customer's online purchase behaviour. A comparison has been made between the results obtained by logistic regression and artificial neural networks. The proposed methodology provides a better understanding of the buying behaviour of an online customer. The study uses simple linear logistic regression which may be extended further with nonlinear regression. For a neural network model to be robust enough to produce better results, more training data are required. A new approach has been described to predict the purchase behaviour of online customer based on logistic regression and artificial neural networks which may help the e-retailing sites to design the suitable strategies.

Keywords: e-commerce; online shopping; engineering students; logistic regression; artificial neural networks; ANNs; generation Y; young consumers; young people; India; electronic commerce; purchasing behaviour; personal characteristics; demographics; webographic traits; webstore quality; buying behaviour; e-tailing; electronic retailing.

DOI: 10.1504/IJBFMI.2016.078604

International Journal of Business Forecasting and Marketing Intelligence, 2016 Vol.2 No.3, pp.215 - 232

Received: 21 Nov 2015
Accepted: 30 May 2016

Published online: 25 Aug 2016 *

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