Modelling the motivations of millennials' online shopping intentions: a PLS-SEM approach Online publication date: Mon, 06-Sep-2021
by Sahil Gupta; Arun Aggarwal; Amit Mittal
International Journal of Business and Globalisation (IJBG), Vol. 29, No. 1, 2021
Abstract: An increase in digitalisation has empowered the millennial generation like never before, especially when it comes to shopping online. Given the inherent dynamism in online shopping behaviour, this study seeks to identify new and emerging dimensions of online shopping motivation and its subsequent influence on online shopping intention. Based on focused group discussions, interviews and review of previous research, a conceptual model of consumer's intention to buy online was developed and tested using PLS-SEM approach. Results revealed eight shopping motives that affect the millenial's intention to buy a product online. The most important factors identified were social shopping followed by perceived hedonic shopping, brand loyalty, role-playing, novelty seeking and high quality, in this order respectively. The major contribution of this paper is the inclusion of new factors such as novelty seeking and social shopping that affect online buying behaviour.
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