Title: Factors affecting selection of online buying website: an analytical study among the Indian youth

Authors: Sanjeev Prashar; Vinita Sahay; Dushyant Panda

Addresses: Indian Institute of Management (IIM), Old Dhamtari Road, Sejbahar, Raipur 492015, Chhattisgarh, India ' Indian Institute of Management (IIM), Old Dhamtari Road, Sejbahar, Raipur 492015, Chhattisgarh, India ' Indian Institute of Management (IIM), Old Dhamtari Road, Sejbahar, Raipur 492015, Chhattisgarh, India

Abstract: As internet permeates through varied geographies and demographic clusters, the online market simultaneously has been witnessing galloping growth. In India, online buying is rapidly becoming popular and the digital impact on consumer spending is expected to be USD150 billion by 2016. Numerous online buying websites are competing to grab the share of this huge market. Further with huge amount of investment flowing into these companies, it becomes crucial for them to spend on the important aspects. This paper investigates and explains the factors that influence the choice of online buying website among youth in India. Findings of this research may be used as guidelines for the development of strategic framework by companies in the business of online shopping. As the world looks towards India and its online revolution, each website looks to capture the heart and hard disk of the digital Indian consumer.

Keywords: online buying; e-commerce; electronic commerce; online retailing; electronic retailing; e-tailing; shopping behaviour; website selection; India; young people; youth; online shopping.

DOI: 10.1504/IJIIM.2014.067938

International Journal of Intercultural Information Management, 2014 Vol.4 No.4, pp.247 - 263

Available online: 06 Mar 2015

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