An Analysis of Factors Influencing Buying Motives of Youth Towards E- Retailing

Abstract

Buying through e-retailers has changed the way of shopping of consumers as they did earlier. Retailers are capturing the markets beyond any leaps and bounds. Due to wide use of internet and increased number of smart phone users, purchasing through e-retailers has witnessed a wider growth these days. Youth includes most part of smart phone as well as internet users, so this study finds out the motives of youth towards purchasing through e-retailers. This paper has tried to find out the relationship and impact of variables like gender, internet literacy, educational qualification and website usability on buying motives through e-retailers. The study has been conducted among the students of management colleges in Lucknow. The results of study indicated that there is a significant relationship of gender, internet literacy, and website usability with buying motives towards e-retailing. The study also highlighted that there is no significant relationship between educational qualification and buying motives towards e-retailing.