A critical study of online shopping behavior of urban youth

Abstract

E-commerce is sharing of business information, maintaining business relations and newlineconducting transactions by means of telecommunication network. E-tailing is the use of newlineelectronic media to enter into a transaction of sale or purchase by customer and the marketer, newlinewhich benefit both the parties in a long run. E-tailing comes under B2C (business to newlinecustomer) category in e-commerce which allows making purchase through any medium that newlineis Desktop, Laptop, Mobile phone tablet etc. Major E-tailers are working on marketplace newlinemodel which will be the focus of research. newlinePositive and negative impact on consumer s willingness to shop decides the buying newlinebehavior but in online context pre-purchase intention is the key to online buying behavior as newlineconsumer s have ample of choices just a click away. The increasing significance to research newlineon online shopping arises as E-tailing industry has gained momentum and attracted huge newlinechunk of youth but its customers are still evolving. Research can sum up the reasons why newlinecustomer are shifting from physical stores to online stores, what marketing factors affect what newlinekind of online shoppers as well as at what stage consumers feel satisfied and become loyal newlinetowards a web store. newlineWiththe help of Review of literature factors affecting online buying behavior were newlinestudied, but there lack of research on online marketing factor affecting buying behavior. As etailing newlineindustry is still evolving, major research were concerning demographic aspects of newlinecustomers or issues relating to security, website features. But minimal research was newlineconducted on customer orientation and online marketing factors combine. newlineResearch is undertaken to understand Indian Youth Online buying behavior in light of newlineconsumer orientation and how various factor affect customer Satisfaction and Loyalty. It is a newlinemix of exploratory and conclusive research.