Title: Factors influencing online purchase intention towards online shopping of Gen Z

Authors: Pratiksha Tiwari; Himanshu Joshi

Addresses: Delhi Institute of Advanced Studies, Plot No. 6, Sector-25, Rohini, Delhi-110085, India ' Delhi Institute of Advanced Studies, Plot No. 6, Sector-25, Rohini, Delhi-110085, India

Abstract: Online shopping is growing rapidly. It shows exponential growth indicating that there is a large scope of growth for the e-commerce market. The convenience of online shopping rendering it a current trend among consumers, especially Gen Z. People purchase products and services mostly based on their level of trust. Online shopping has become a new sort of retail searching. It has currently been adopted everywhere in the world. For international retailers, India has been attaining significance as a potential money-making marketplace. Indian shoppers have started to understand the advantages of having the internet for purchasing goods online, since the latest economic reforms. To understand the way of online shopping behaviour of Indian customers, it's necessary to identify the factors that affect their online shopping behaviour. This paper examines the key factors that influence the online purchase intention of generation Z and its impact on purchase decision for online shopping.

Keywords: purchase intention Gen Z; purchase decision; online shopping.

DOI: 10.1504/IJBCG.2020.111944

International Journal of Business Competition and Growth, 2020 Vol.7 No.2, pp.175 - 187

Received: 02 Mar 2020
Accepted: 30 Jul 2020

Published online: 11 Dec 2020 *

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