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A Study of the Relationship between Shopping Orientation and Online Shopping Behavior among Indian Youth

التفاصيل البيبلوغرافية
العنوان: A Study of the Relationship between Shopping Orientation and Online Shopping Behavior among Indian Youth
المؤلفون: Meenakshi Handa, Nirupma Gupta
المصدر: Journal of Internet Commerce. 13:22-44
بيانات النشر: Informa UK Limited, 2014.
سنة النشر: 2014
مصطلحات موضوعية: Human-Computer Interaction, Entertainment, business.industry, Orientation (mental), Management of Technology and Innovation, Significant difference, Advertising, The Internet, Marketing, Psychology, Emerging markets, business, Experiential learning
الوصف: The increasing use of the Internet by young adults in emerging markets such as India provides an opportunity for marketers to tap an underdeveloped segment of young net users. A better understanding of the drivers of online shopping behavior among young adults can enable online marketers to design more effective marketing strategies. The present research explores the relationship between shopping orientation of young adults in India and their online shopping behavior in terms of online shopping adoption and frequency. Primary data were collected through a self-administered questionnaire from 831 college students. The study finds a significant difference in the entertainment, experiential and convenience orientation of online and non-online shoppers. Trial and frequent online shoppers also differ in the extent of entertainment orientation but no significant difference is found in their experiential or convenience orientation. Based on the findings, recommendations are made for encouraging young adults to s...
تدمد: 1533-287X
1533-2861
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_________::fe65cc5429f079d02602c6f8c55ee2f2
https://doi.org/10.1080/15332861.2014.918437
رقم الأكسشن: edsair.doi...........fe65cc5429f079d02602c6f8c55ee2f2
قاعدة البيانات: OpenAIRE
الوصف
تدمد:1533287X
15332861