Modelling the motivations of millennials' online shopping intentions: a PLS-SEM approach

Sahil Gupta, Arun Aggarwal and Amit Mittal

International Journal of Business and Globalisation, 2021, vol. 29, issue 1, 135-147

Abstract: An increase in digitalisation has empowered the millennial generation like never before, especially when it comes to shopping online. Given the inherent dynamism in online shopping behaviour, this study seeks to identify new and emerging dimensions of online shopping motivation and its subsequent influence on online shopping intention. Based on focused group discussions, interviews and review of previous research, a conceptual model of consumer's intention to buy online was developed and tested using PLS-SEM approach. Results revealed eight shopping motives that affect the millenial's intention to buy a product online. The most important factors identified were social shopping followed by perceived hedonic shopping, brand loyalty, role-playing, novelty seeking and high quality, in this order respectively. The major contribution of this paper is the inclusion of new factors such as novelty seeking and social shopping that affect online buying behaviour.

Keywords: millennial's; online shopping intentions; PLS-SEM; shopping motives. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=117409 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:29:y:2021:i:1:p:135-147

Access Statistics for this article

More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().