What Motivates Young Indians for Online Shopping? : A Model to Predict Online Purchase Behavior of Gen Y and Gen Z

The e-commerce has transformed the way business is done in India. The Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. Much growth of the industry has been triggered by increasing internet and Smartphone penetration. The ongoing digital transformation in the country is expected to increase India’s total internet user base to 829 million by 2021 from 604.21 million as of December 2018 (ibef.org). Customers are moving towards the digital form of purchase rather than physical. The recent growth of e-commerce and the consumer’s increasing interest in purchasing over the net have significantly changed the landscape of Indian retail market. In such situation it is become necessary for marketers to study the online purchase behavior of the India customers. This paper discusses the components of online purchase behavior which are churned out through literature review and then develop a simple and precise model of online purchase intention. This paper conclude that perceived usefulness, perceived self efficacy, trust, attitude and subjective norms has the positive impact on purchase intention which ultimately shapes the actual behavior. Gen Y and Gen Z have almost same shopping behavior