Title: Modelling the motivations of millennials' online shopping intentions: a PLS-SEM approach

Authors: Sahil Gupta; Arun Aggarwal; Amit Mittal

Addresses: Chitkara Business School, Chitkara University, Punjab, India ' Chitkara Business School, Chitkara University, Punjab, India ' Chitkara Business School, Chitkara University, Punjab, India

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.

Keywords: millennial's; online shopping intentions; PLS-SEM; shopping motives.

DOI: 10.1504/IJBG.2021.10040724

International Journal of Business and Globalisation, 2021 Vol.29 No.1, pp.135 - 147

Received: 21 Mar 2019
Accepted: 08 Apr 2019

Published online: 06 Sep 2021 *

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