Title: Influence of age on browsing habits of consumers and the factors affecting the online purchase decisions

Authors: V. Ashok Mammen; S. John Manohar; T. Bharathi

Addresses: Department of Management Studies and Research Centre, BMS College of Engineering, Bengaluru, 560019, India; Dr. N.S.A.M. FGC, Mylappanahalli, Shivakote Post, Hesarghatta Hobli, Bengaluru, 560089, India ' Department of Management Studies and Research Centre, BMS College of Engineering, Bengaluru, 560019, India ' Dr. N.S.A.M. FGC, Mylappanahalli, Shivakote Post, Hesarghatta Hobli, Bengaluru, 560089, India

Abstract: The outbreak of the pandemic has propelled the growth of online purchases. The study explores the influence of age on the different factors affecting online purchase decisions. A sample of 182 consumers who use online platform for purchase is considered for the study. Responses are collected from consumers who are in the different age groups between 18-60 years. The authors conclude that the age wise perception differs with regard to browsing habits and the factors that determine online purchase. ANOVA test is used to find the significance level of the factors. It is found that the age group above 55 years browsed on education materials, social media, news, recipe and sports related information and 18-25 years respondents browsed on entertainment, communities and product/service information. Important variables used are trustworthiness of information, perceived ease of use, trust in brand and merchant, social influence, privacy and memberships.

Keywords: age; browsing habits; online purchase decisions; moderating factor; trust; perceived ease of use; social influence; perceived risk; demographic factors.

DOI: 10.1504/IJDS.2021.122776

International Journal of Data Science, 2021 Vol.6 No.4, pp.310 - 327

Received: 29 Sep 2021
Accepted: 04 Dec 2021
Published online: 10 May 2022 *

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