Why generation Y prefers online shopping: a study of young customers of India

Pradip Swarnakar, Ajay Kumar and Sanjay Kumar

International Journal of Business Forecasting and Marketing Intelligence, 2016, vol. 2, issue 3, 215-232

Abstract: The purpose of this research is to identify the relationship among online purchasing behaviour of the customer with customer's personal characteristics, demographic and webographic traits and the web-store qualities. This study employs logistic regression and artificial neural networks to predict customer's online purchase behaviour. A comparison has been made between the results obtained by logistic regression and artificial neural networks. The proposed methodology provides a better understanding of the buying behaviour of an online customer. The study uses simple linear logistic regression which may be extended further with nonlinear regression. For a neural network model to be robust enough to produce better results, more training data are required. A new approach has been described to predict the purchase behaviour of online customer based on logistic regression and artificial neural networks which may help the e-retailing sites to design the suitable strategies.

Keywords: e-commerce; online shopping; engineering students; logistic regression; artificial neural networks; ANNs; generation Y; young consumers; young people; India; electronic commerce; purchasing behaviour; personal characteristics; demographics; webographic traits; webstore quality; buying behaviour; e-tailing; electronic retailing. (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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