Factors Influencing Purchasing Decision in Online Platform Among College Girls in Chennai

R. Nithya () and C. Ramamurthy
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R. Nithya: S.D.N.B. Vaishnav College for Women, Research Scholar, Department of Commerce
C. Ramamurthy: Presidency College, Associate Professor, Department of Commerce

A chapter in Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), 2024, pp 181-191 from Springer

Abstract: Abstract Consumer needs and expectations contribute to technological advancement which in turn helps in meeting the customer needs and enhance their satisfaction. Online shopping made life comfortable and time saving also making products availability and access worldwide. Usages of online shopping portal have drastically increased after COVID – 19. Purchase decisions is complex and are made based on several factors especially in the absence of physical goods. This study aims in analyzing predominant factors that influence online purchase decision. Structured questionnaire where used to collect primary data from 267 college going girls in Chennai. Demographic data has been analyzed in percentages and correlation and regression where used to analyze the significant level of relationship between the variables. Results infers that there is a high significance and positive association between the variables and purchasing decisions among Gen-Z girls which suggests that if these variable’s features have been enhanced then the online shopping will also increase.

Keywords: Anticipated usefulness (PU); Anticipated ease of use (PEOU); Anticipated risk (PR); Trust; Online Purchasing; Purchasing decision (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-433-4_14

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