Millennial experience with online buying behaviour: A study from selected areas of Chennai City

Aim / Purpose: To scrutinise the factors of millennial online procurement comportment comprising Belief, devotion, and serenity. Background: Numerous retailer outlook millennials as a high-spending customer ignoble as they signify one of the most vocal subdivisions of the populace. On no account study on millennials' insolences and behaviours in relation to the online buying comportment can be identified.Methodology: A self-administered survey was rummage-sale to gather data for this study, which included rejoinders from 149 millennials in Chennai who made the contacts over and done with within the last six months. The research model was tested expending the partial least squares technique, which was established by the author.Findings: The scholarship's findings revealed that millennials' total purchasing behaviour is prejudiced by three traits of their online purchasing behaviour: trust, loyalty, and satisfaction. As a result, e-trust can be statistically connected to overall purchasing habits