Factors Affecting Adoption of E-Commerce among Youngsters in J&K UT: An Empirical Study

Bushan Kumar and Prakash C. Antahal

International Journal of Finance, Insurance and Risk Management, 2023, vol. 13, issue 4, 118-126

Abstract: Purpose: The study aims to present the factors that affect the adaptation of E-commerce among youngsters in J&K. Design/Methodology/Approach: Sample of 207 respondents were surveyed to know the factors that affects the adoption of E-commerce among youngsters in J&K. Findings: Four main features of internet purchasing as regarded by young customers are revealed in the research. It was observed that the four important characteristics that impact young customers' impressions of online buying are perceived risk, perceived advantages, perceived trust, as well as perceived ease of use. To summarise, online shoppers continue to lack confidence as well as trust in using the Internet as a commerce channel. When interacting with internet shops, they are most concerned with concerns of privacy as well as trust. If these difficulties are not addressed, they will have a detrimental effect on the future expansion of online commerce in J&K. Practical Implications: People no longer have to leave their homes to shop, yet the situation has completely altered. The computer and internet age accomplished everything. Humans may call it a marketing watershed moment. A huge number of vendors are flooding the market on a daily basis, mostly targeting the youth, owing to the rising frequency of internet use among the young generation. Originality/Value: The factors are availability of technology required for e-commerce business, cost of implementation, privacy and confidentiality, security, income of the population, product’s authenticity, good internet service, better after sale services, fast delivery services and trust of consumers.

Keywords: E-Commerce Adoption; Young Consumers; Perceived Risk; Perceived Benefits; Trade Barriers. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijfirm:v:13:y:2023:i:4:p:118-126

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