Dissecting Analysis of Online Shopping Stratagem - Intentions and Behaviour

Abstract

Purpose: The research attempts to study the factors which are responsible for repeat and consistent usage of
digital currency.
Design/methodology/Approach: Empirical study based on the data collected using a structured questionnaire. Analysis has
been done through factor analysis using SPSS.
Findings: The rapid growth of e-commerce in India has paved the way for a total new experience of shopping among generation
Y. The findings revealed that there are three key-drivers affecting usage of electronic payment as a buying option for online
shopping among Generation Y i.e. “Service delivery claims” , “potential safety” and “perceived benefits”. The result also
depicted that consumers are having less trust on service delivery claims and they are worried about safety concerns over
electronic payment for buying online.
Proposed Implications: the study is helpful for online shoppers and also for online marketers.
Originality/Value: The study mainly focuses on the intention and behaviour of generation Y regarding online shopping and
also highlights key drivers affecting digital payment usage.