A Study of Factors Driving Indian

Youth's Intention to Purchase Online

Shruti Jain
Prashant Verma

Abstract
This study uses Structural Equation Modelling (SEM)
to identify determinants of 'intention to purchase'
online among the Indian youth. The study identified
need for precision (NFP) as a new factor along with
factors reported in various other studies i.e.
innovativeness of customer, exploration, distrust
about online shopping, pleasure from online
shopping. The degree and direction of association
between these factors reveal that NFP is negatively
associated with innovativeness of customer and
exploration, but positively associated with distrust
about online shopping. The consumers remain precise
and specific on their purchase intention if NFP is high;
consumers who are innovative and exploratory in
nature tend to have less need for precision.
Keywords: online shopping, intention to purchase,
structural equation modelling, exploration,
innovation, distrust, need for precision.

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 49
 A Study of Factors Driving Indian Youth's information, enabling direct multi attribute
comparison, and reducing prospective buyers'
Intention to Purchase Online
information search costs.
McKinsey Global Institute (May 2011) reported India
to have the potential to double its economic
Bellman, Lohse, Johnson et al (1999) identified the
contribution from the Internet over the next three
predictors of online buying behaviour as a wired
years, from 1.6 percent of GDP in 2011 to between 2.8
lifestyle for buyers whose main characteristics are
and 3.3 percent by 2015. India is likely to have the
searching for products' information on the Internet,
second-largest user base in the world, and the largest
receiving a large number of email messages every day
in terms of incremental growth, with 330 million to 370
and having Internet access in their workplace. Close
million Internet users in 2015. With such a large
and Kinney (2010) identified the motivations of
internet-based market and having youth as the largest
consumers using electronic shopping carts; apart from
contributing consumer, it is of researchers' and
immediate purchase intentions, consumers place
marketers' interest to keep exploring factors impacting
items in their carts for securing online price
intent to purchase and exploit those factors for
promotions, obtaining more information on certain
economic gains. This paper attempts to find any new
products, organizing shopping items, and also
factor present but not reported yet in various studies
entertainment. As per Teo, Wang, and Leong (2004),
on the segment.
consumers' transaction cost of online shopping is
affected by six antecedents -1. product uncertainty, 2.
Literature Review
behavioural uncertainty, 3. convenience, 4. economic
Advancement in the Internet technology has
utility, 5. dependability and 6. asset specificity. In turn,
facilitated the growth of in-home web based shopping.
transaction cost has a negative relationship with
Web shopping is the process consumers go through to
consumers' willingness to buy online. Gurleen (2012)
purchase products or services over the internet. Shim,
focused on the understanding of demographic profiles
Quereshi, and Siegel (2000) highlighted web shopping
of adopters and non-adopters of online shopping,
as an e-commerce system used by shoppers in the
analysed the various reasons for adoption and non-
context of business-to-consumer (B2C) or business-to-
adoption of online shopping and highlighted the
business (B2B) transactions. The terms online-shop,
significance of Price Consciousness, Convenience and
Internet-shop, web-shop, and online-store are used
Variety, Easy Payment options and Challenges of
interchangeably in the extant literature.
Online Shopping. The only concern consumers have is
about the trustworthiness of some websites, since
Alba, Lynch, Weitz, and Janiszewski, (1997) gave a
they have to give their credit card details to shop
consumer's viewpoint for web shopping. Web
online. Additionally, the psychology of an Indian
shoppers search and compare various product or
consumer is still the same his need to check the
service alternatives from different online stores that
product physically before purchasing it - which creates
are located in different parts of the world. The
a mental hurdle for online shopping.
interactive nature of the Internet offers opportunities
for consumers to use web shopping facilities
Javadi et al (2012) indicated that financial risk and non-
effectively by improving the availability of product

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
50 Volume XXVIII January-February 2016
delivery risk have a negative effect on attitude toward
online shopping behaviour and subjective norms have
a positive effect on shopping behaviour. Also, attitude
variables make a substantial contribution in online
shopping. Rezaei and Amin (2013) indicated a
significant relationship between perceived usefulness,
perceived ease of use, privacy concern, internet
literacy and satisfaction with repurchase intention.
Intention to purchase remains a key focus area of the
researchers. Zwass (1998) defined Intention to
purchase or willingness to purchase as the consumer's
intent to engage in an on-line exchange relationship
with a Web retailer, such as sharing business
information, maintaining business relationships, and
conducting business transactions. The theory of
reasoned action by Ajzen (1980) and the theory of
planned behaviour by Ajzen (1985, 1991) extensively
described the positive relationship between
behavioural intentions and actions.
Salisbury, Pearson, Pearson and Miller (2001) stated
that Customer online purchase intention in the web-
shopping environment will determine the strength of a
consumer's intention to carry out a specified
purchasing behaviour via the Internet. Based on the
argument of Pavlou (2003), online purchase intention
is the situation when a customer is willing and intends
to become involved in an online transaction. Online
transactions can be considered as an activity in which
the process of information retrieval, information
transfer, and product purchase take place. In order to
trigger customer online purchase intention, web
retailers have to explore the impact of shopping
orientations on the customer online purchase
intention. Laroche, Kim and Zhou (1996) identified
that variables such as consideration in buying a brand
and expectation to buy a brand can be used to measure
ISSN: 0971-1023 | NMIMS Management Review
Volume XXVIII January-February 2016
consumer purchase intention. Huang & Su (2011)
classified purchasing intention as a component of a
consumer's cognitive behaviour revealing the way an
individual intends to purchase a specific brand. Lim &
Ting (2012) highlighted the importance of facilitating
E G (entertainment gratification) and I G
(informativeness gratification) in online shopping sites
towards consumers' attitude in terms of how
entertaining and informative online shopping sites are
creating a favourable shopping environment.
Hawes and Lumpkin (1984); Sproles and Kendall
(1986) found that brand loyalty exhibits a strong
impact on purchase intention in the traditional offline
retailing world. A strong brand name not only attracts
new customers, but also has the lock-in ability to make
customers feel comfortable with their purchase
decisions. A study carried out by Jayawardhena,
Wright and Dennis (2007) concludes that brand
orientation is positively related to the customer online
purchase intention.
Hausman and Siekpe (2009) explained another
important element with regard to consumer online
purchase intention; this is related to the web interface
feature. Trust has been highlighted by various authors
as an influencer in online purchases. As per Kramer
(1999), trust is a complex statement because
individuals do not know what the motives and
intentions of others are. Mayer et al (1995) defined
the willingness of a party (trustier) to be vulnerable to
the actions of another party (trusted). It is based on
the expectation that the trusted will perform a
particular action important to the trustier, irrespective
of the agility to monitor or control that other party.
Kimery and McCard (2002) define trust as customers'
willingness to accept weakness in an online
transaction based on their positive expectations
A Study of Factors Driving Indian Youth's Intention to Purchase Online
51
 regarding future online store behaviour. According to
Barber (1983), trust is an expectation about
individuals' behaviour within the society where they
are living or by which they are ruled. Ernst and Young
(cited in Lee and Turban, 2001) suggests that
consumers may feel uncomfortable to release their
personal information such as credit card and social
security number through the Internet because the
consumers cannot physically check the quality of the
products or monitor the safety and security of sending
sensitive personal and financial information while
shopping on the internet. Kim and Shim (2002)
emphasize that the personal awareness of security has
asignificant influence on consumer attitudes and
online purchase intentions. Greater information
asymmetry between seller and buyer through spatial
and temporal separation leads to the perception of
higher risk in consumers (Pavlou 2003; Zhou, Dai, and
Zhang 2007). According to McCole and Palmer (2001),
online purchasing necessitates online customer trust.
Egger (2006) argues that sufficient trust needs to exist
when placing an order online and when the customer
submits his or her financial information and other
personal data in undertaking financial transactions.
Utz et.al. (2011) examined the impact of online store
reviews on consumer trust in online stores which
suggested that consumer reviews play an important
role in consumer decision making, indicating that
online consumer communities indeed empower
consumers.
Trust is influenced by the trustor's propensity to trust
and the factors of perceived trustworthiness. Mayer et
al. (1995) distinguished three components of
perceived trustworthiness: ability, benevolence, and
integrity. These components are also called trusting
beliefs by other authors (McKnight et al. 2002a,b).
ISSN: 0971-1023 | NMIMS Management Review
52 Volume XXVIII January-February 2016
Studies from Pavlou (2003); Yousafzai, Pallister, and
Foxall (2003); Gefen and Straub (2004); Wu and Cheng
(2005); Flavian and Guinaliu (2006) have highlighted
that trust plays a key role in creating satisfied and
expected outcomes in online transactions. McKnight,
Choudhury, and Kacmar (2002) broke the trust level
into two distinct parts - trust belief and intention. The
first concept relates to the perception that the online
seller is sincere and conventional. The second concept
is based on the idea that this online seller could
represent a potential for an online transaction loss.
Koufaris and William (2002) examined the relative
significance of using the internet to buy and sell
products and services based on the following trust
indices: third party privacy seals, privacy statements,
third party security seals, and security features. The
result of this study showed that the most important
index perceived by customers is security.
From the consumer's viewpoint, web shopping allows
the web shopper to search and compare various
product or service alternatives from different online
stores that are located in different parts of the world.
In marketing contexts, Bloch, Sherrell, & Ridgway
(1986) associated exploration with impulse purchases.
The rationale for studying the concept of online
exploration stems from the common manner in which
consumers shop online, navigate the virtual
environment, find products and gather product
information. Baumgartner and Steenkamp (1996)
c o n c e p t u a l i s e e x p l o r a t o r y b e h a v i o u r, t h e
consequence of a personal tendency, as being
primarily performed for intrinsic reasons to expose
oneself to a variety of stimulating cues. In this sense,
the exploration is intrinsic and diversive. Alcaiz, Mafe,
Manzano, and Blas (2008) emphasised that there is
one trait that affects online shopping- consumer's
A Study of Factors Driving Indian Youth's Intention to Purchase Online
innovativeness. Consumer innovativeness has a
significant influence on online shopping success.
Venkatraman, Meera, and Price (1990) stated that
consumer innovativeness or novelty-seeking
behaviour is a predisposition to look for new products
and services. It relates to the desire for new
experiences and trying new products. Kim et al. (2010)
stated that this is affected by consumer demographic
and psychographic profiles as it helps them express
themselves. Most researchers like Midgley and
Dowling (1978); Rogers (1983); Agarwal et al. (1998);
Citrin et al. (2000); Crespo and del Bosque (2008) are of
the view that consumer innovativeness or novelty-
seeking behaviour is a personality trait and differs
across individuals. Cognitive (sensory) innovativeness
is the preference for engaging in a new experience with
the objective of stimulating the mind. Venkatraman et
al (1990) assumed that consumer innovativeness is not
an undifferentiated construct and that cognitive and
sensory innovativeness are differentiated by unique
demographic and personality profiles and are related
differently to adoption behaviours. Goldsmith and
Hofacker (1991) focussed on domain specific or
product categoryspecific innovativeness which
reflects the tendency to learn about and adopt
innovation (new product) within a specific domain of
interest. This definition is consistent with the
contention that innovativeness must be identified and
characterized on a product category or domain basis
given by Gatignon and Robrertson (1985). Manning,
Bearden and Madden (1995) defined and measured
two aspects of consumer innovativeness; first,
consumers' independent judgment making, which was
explained as the degree to which an individual makes
in n ovat io n d ec is io n s in d ep en d ent ly o f t h e
communicated experience of others; second,
consumer novelty seeking which is defined as the
desire to seek out new product information.
ISSN: 0971-1023 | NMIMS Management Review
Volume XXVIII January-February 2016
Innovativeness is assumed to be a personality trait
underlying the adoption of innovations. Leavitt and
Walton (1975,1988) redefined the construct and
termed it as openness of information processing.
Innovators are described as individuals open to new
experience and novel stimuli possessing the ability to
transform information about new concepts, ideas,
products or services for their own use and having a low
threshold for recognizing the potential application of
new ideas.
Craig and Ginter (1975) factor analysed Leavitt and
Walton's (1975) version and found seven factors: 1.
new is waste, 2. social desirability, 3. novelty seeking,
4. risk aversion, 5. style consciousness, 6. satisfaction
with status quo and 7. other directedness. Three of
these factors were found discriminate between
innovative and non-innovative samples. Price and
Ridgway (1983) talked about use innovativeness (or
variety seeking in product use) which involves the use
of previously adopted products in novel ways. The
concept was initially introduced by Hirschman (1980).
As conceptualized by Price and Ridgway (1983), use
innovativeness encompasses five factors: 1. creativity/
curiosity, 2. risk preferences, 3. voluntary simplicity, 4.
creative reuse and 5. multiple use potential.
Hirschman (1980) linked innovativeness to consumer
creativity and novelty-seeking experiences. Foxall and
Haskins (1986); Mudd (1990); Venkatramanet al; Chau
and Hui (1998); Bearden et al (2001) exhibited that
there is a direct relationship between consumer
innovativeness and new product adoption.
Domain-specific innovativeness ( D S I ), often
operationalized by Goldsmith and Hofacker's (1991)
DSI scale, is defined as the readiness to try a product or
service perceived to be new in a given product or
service class. DSI has been found to be positively
A Study of Factors Driving Indian Youth's Intention to Purchase Online
53
 associated with purchase or use of new products in a
wide range.
Lu and Chang (2012) examined the impact of cultural
orientation on consumer perceptions regarding the
ethics of online retailers (CPEOR), and to understand
the influence of C P EO R on-loyalty intention.
Consumers with horizontal individualism, and with
horizontal and vertical collectivism, tend to hold
higher perceptions of e-retailers' ethics. The higher
consumers perceive positive consumer perceptions
regarding the ethics of online retailers (CPEOR), the
more they tend to purchase from the same online
sellers.
Chen (2012) examined the relationship between
customer satisfaction and loyalty through the
introduction of commitment, trust, involvement and
perceived value as mediators in the e-service context.
Customer satisfaction is an essential ingredient for
service loyalty, but mediators exist between
satisfaction and loyalty. As per Chen (2012),
commitment, trust and involvement are each proven
to be partial mediators between satisfaction and
loyalty, while perceived value is proven to be a
complete mediator.
Isen, 1987; Menon & Kahn, (2002) highlighted that
pleasure can produce favourable attitudes towards
future approach behaviour and creates a preference
for more stimulating arousal in subsequent
interactions. Menon & Kahn (2002) described it as the
degree to which a person feels good, joyful, happy or
satisfied in a situation and therefore, Kaltcheva &
Weitz (2006) identified that an effective response to a
stimulus facilitates goal achievement. Schwarz (1986)
found that pleasure emotions tend to sway consumers
towards making favourable evaluations of a novel
ISSN: 0971-1023 | NMIMS Management Review
54 Volume XXVIII January-February 2016
stimulus, exploring new possibilities and taking risks.
A consumer's achievement or fulfilment of a hedonic
experience will therefore influence his/her desire to
return to a website or continually patronize the
retailer. When the consumer's experience does not
meet his/her expectations, he/she may be better
served by visiting another site.
Research Methodology
This research was conducted on young adults. In
absence of any standard definition of young adults in
this domain of research, using judgement, the age
group of 18 to 35, users of Internet and online
shoppers were considered. Data was collected
through a questionnaire. The questionnaire
construction process involved conducting a focus
group interview with an objective to find statements
related to motivation, influences due to personality
traits, and risks and benefits of online shopping. The
questionnaire developed for measurements
contained 38 questions initially; 16 items were
rejected on pilot testing due to face validity. The
resulting questionnaire was tested for reliability. The
Cronbach's alpha value for non-standardised data was
0.658 and for standardized items, the Alpha was 0.691.
The validated questionnaire was administered to 300
respondents selected through the convenience
sampling method. In the data cleaning process, 40
responses were discarded. Out of 260 responses, 219
cases having no missing data were considered for
analysis. Exploratory factor analysis was used for
identification of dimensions followed by structural
equation modelling method as confirmatory factor
analysis to evaluate research questions.
Population Definition
The population comprised of young adults in the age
group of 18 to 35 years, males and females, married or
A Study of Factors Driving Indian Youth's Intention to Purchase Online
unmarried, having network and coexistence with
similar young adults. The respondents are users of the
internet and mobile telephony, and with educational
qualifications exceeding graduation. They have busy
schedules with work-loads often extending to
weekends. These adults have made some purchases
and have been evaluating the online platform for
shopping in future or to use online shopping regularly.
factors, were all above .3 (see Table 1) further
confirming that each item shared some common
variance with other items. Given these overall
indicators, factor analysis was conducted with all 22
items. The Scree Plot (Figure 1) suggested presence of
6 factors.
Figure 1: Scree Plot

Objectives
To study determinants of 'intention to purchase'.
To identify the interrelationships among the factors.
To identify the direction of influence and degree of
association between these factors on intention to
purchase.

Analysis
In the 22-item questionnaire, 219 valid cases were Principle components analysis resulted in extraction of

taken for processing. Principal Component Analysis six factors based on Eigen value criteria of greater than

(PCA) was used for factor extraction; Varimax with 1. The table below presents the Eigen values and factor

Kaiser Normalization was used for factor rotation. ex p l a i n i n g va r i a n c e . T h e ex t ra c te d fa c to rs

Cronbach's Alpha was used as the measure for internal cumulatively explained around 61.043% of the

consistency (reliability) of the items used in the variance.

measurement instrument. Alpha value of 0.658 and

Alpha based on standardized items was .691. The
values are considered reasonable in the research
methodology literature. The correlation matrix was
positive definite and has a positive determinant.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
(KMO) was 0.767; this was above the recommended
minimum value of 0.6. Bartlett's Test of Sphericity has
significant measure (x2 =1485. 403, d. f =231, pvalue =.
000). The diagonal values of the anti-image correlation
matrix were all over .5, supporting the inclusion of
each item in the factor analysis. Finally, the
communalities, noted as h2, which is the proportion of
each variable's variance that can be explained by the

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 55
 Table 1: Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Loadings Loadings
Total % of Cumulative Total % of Cumulative Total % of Cumulative
Variance % Variance % Variance %
1 4.454 20.244 20.244 4.454 20.244 20.244 3.143 14.288 14.288

2 3.049 13.857 34.101 3.049 13.857 34.101 2.852 12.964 27.252

3 1.965 8.934 43.034 1.965 8.934 43.034 2.270 10.317 37.569

4 1.530 6.953 49.987 1.530 6.953 49.987 1.986 9.028 46.597

5 1.391 6.323 56.310 1.391 6.323 56.310 1.694 7.699 54.296

6 1.041 4.733 61.043 1.041 4.733 61.043 1.484 6.747 61.043

7 .993 4.513 65.556

Rotated component Matrix is given in Table 2. Factor 1
consists of six statements and is named as Distrust
about Online Shopping. Factor 2 consists of five
statements and is named as Online shopping
pleasure. Factor 3 consists of four statements and is
named as Intention to purchase. Factor 4 consists of
two statements and is named as Need for precision.
Factor 5 consists of three statements and is named as
Exploration. Factor 6 consists of two statements and
is named as Innovative customer.

Table 2: Rotated Component Matrixa

CFA Component

Description SMC 1 2 3 4 5 6
(R2)

v8 When I see an advertisement I believe the x .788

information is inaccurate

v31 I am always enthusiastic while buying a product .501 -.737

online

v23 Online marketers do not keep their promises .309 .718

and obligations

v29 Online shopping offers do not maintain .321 .692

personal privacy

v22 I believe transaction security is good while .345 -.634

shopping online

v34 I believe the information available online about .472 -.627

products

v20 Shopping on the web is an enjoyable .479 .802

experience

v1 Videos and pictures of products make shopping .517 .800

attractive and pleasurable

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
56 Volume XXVIII January-February 2016
 CFA Component

Description SMC 1 2 3 4 5 6
(R2)

v38 Its always fun to explore all options available .527 .736
on web retailers

v17 If I see an advertisement on my Facebook .348 .613

account, I do visit the link as I find it interesting

v15 Shopping online takes away trouble x .545

v19 I will regularly purchase from online shops in .214 .756

the future

v25 I intend to continue using online shopping x .723

websites rather than discontinue their use

v21 I might shop online for products I previously .510 .623

purchased from traditional stores

v9 It would be good to purchase again from online .348 .525

stores

v18 I avoid buying things which do not have clear .815 .850
cut specifications

v11 I prepare my shopping list well before going to .479 .777

web retailers

v27 I enjoy exploring several different alternatives .251 .841

or brands while shopping online

v14 I am the kind of person who would try any new x .627
product once

v35 I like to browse through mail order catalogues .706 .412 .459
even when I dont plan to buy anything

v2 I like to go to places where I will be exposed to .314 .748

information about new products and brands.

v24 I like to experiment with new ways of doing .652 .691

things

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization

a. Rotation converged in 6 iterations. SMC=Squared Multiple Correlation

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 57
 The six factors identified above raise further questions
for exploration. The factors innovative customer,
exploration, and need for precision indicate
personality traits of the customers; the factors
distrust about online shopping, online shopping
pleasure and intention to purchase indicate
attitude towards online shopping. The following
res earch q u estio n s were ex p lo red th ro u gh
confirmatory factor analysis:
RQ 1: What is the degree and direction of association
between 'innovative customer' and--
Distrust about online shopping?
Online shopping pleasure?
Intention to purchase?
RQ 2: What is the degree and direction of association
between 'exploration' and--
Distrust about online shopping?
Online shopping pleasure?
Intention to purchase?
RQ 3: What is the degree and direction of association
between 'Need for precision' and--
Distrust about online shopping?
Online shopping pleasure?
Intention to purchase?
RQ 4: What is the degree and direction of association
between--
Need for precision?
Exploration?
Innovativeness?
Confirmatory factor analysis (CFA) using AMOS was
conducted to test whether measures of a construct (or
factor) identified in exploratory factor analysis are
consistent and whether or not these factors are
ISSN: 0971-1023 | NMIMS Management Review
58 Volume XXVIII January-February 2016
correlated as assumed. Maximum likelihood
estimation was used for estimation in CFA. The
resultant path diagram after the CFA is presented in
figure 2. The fit of the model was evaluated based on
following the model fit index; CMIN/DF = 1.751 is in
the range of acceptable fit (1-2), Root Mean Square
Error of Approximation (RMSEA) = .059, is in the
recommended range of RMSEA. 06 (Hu & Bentler
1999; Thompson 2004); PCLOSE = .136 is in the
recommended range of PCLOSE> 0.5 for good fit. The
relationship between the items (observed variables)
and the underlying constructs (identified factors) exist
as estimated regression weight between the factors
and observed variable were found significant. These
regression weights are indicated in the path diagram
given in figure 2.
Items deleted to achieve acceptable fit index were:
(v8) When I see an advertisement I believe the
information is inaccurate on Factor 1(distrust
about online shopping)
(v15) Shopping online takes away trouble on
Factor 2 (online shopping pleasure).
(v25) I intend to continue using the online
shopping website rather than discontinue its use
on Factor 3 (intention to purchase)
(v14) I am the kind of person who would try any
new product once on Factor 5 (innovative
customer).
The factors identified were assumed not to have any
dependence relationship, hence, the double headed
arrows indicating covariance is used in the path
diagram. The estimated value of covariance exhibits
the following degree and direction of the association
between the latent variables.
A Study of Factors Driving Indian Youth's Intention to Purchase Online
 Table 3: Inter Item Correlation Matrix
F1 F2 F3 F4 F5 F6
(Distrust (Online (Intention (Need for (Exploration) (Innovative
about shopping to precision) customer)
Online pleasure) purchase)
Shopping)

F1(Distrust about Online Shopping) 1 -0.079* 0.004* 0.349 -0.298 -0.24

F2 (Online shopping pleasure) 1 0.179 -0.03* 0.291 0.108

F3 (Intention to purchase) 1 0.024* 0.384 0.159

F4 (Need for precision) 1 -0.248 -0.31

F5 (Exploration) 1 0.333

F6 (Innovative customer) 1

*Non significant at 0.05 level

Figure 2: Path diagram with standardised estimates

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 59
 Discussion
The results of the study suggest that online shoppers
remain apprehensive about the promises and
obligations offered by online marketers; concerns
regarding transaction security and personal privacy
make the online shopper cautious while buying
products online.
The factor regarding trust has also been questioned in
the study as online shoppers find it difficult to believe
the information available online about products.
Security and privacy issues are important to
respondents; they indicated their concern about the
monitoring of online behaviour and the exchange of
information by web-retailers.
Trust was found to directly affect attitude toward the
online store. Consequently, positive attitudes had a
positive influence on people's willingness to buy
online. Ponnurangam, Acquisti, and Cranor (2006);
Koufaris and William (2002) highlighted trust as a
precious asset in online transactions and found the
notion of trust on the internet is the basis for customer
involvement in online shopping. Camp (2001) gave
dimensions of online trust viz. security, privacy and
reliability. Gefen (2000) asserted that the presence of
trust will increase the consumers' belief that the e-
retailers will not engage in opportunistic behaviour.
Extant literature from Verhagen, Tan and Meents
(2004); McKnight et al (2002); Lim et al (2001)
demonstrated that the presence of trust positively
influences customer online purchase intention. Gefen
and Straub (2004) conclude that the higher the
degrees of consumers' trust, the higher the degree of
purchase intentions.
Another factor of importance highlighted in the study
ISSN: 0971-1023 | NMIMS Management Review
60 Volume XXVIII January-February 2016
found to predict online shopping behaviour is
pleasure. The respondents in the study reflected that
the videos and pictures of products make shopping
attractive, pleasurable and an enjoyable experience.
The exploration of a wide range of options available
online also make shopping a fun activity. Social
networking sites like Facebook also directs consumers
to various web-retailers through advertisements.
Research on digital hedonic by Turel, Serenko, &
Bontis (2010) suggests that intrinsic gain from
forgetting daily tasks and engaging in playful
behaviours and emotional gain which reflects pleasure
showed a direct effect of enjoyment on attitudes and
behavioural outcomes. Delafrooz, Paim & Khatibi
(2009) stated that fun, convenience, customer service,
homepage, wider selection and price are the key
factors that influence the consumer's attitude towards
web-based shopping.
Intention to purchase was explained in the study via
addressing variables related to intention to purchase
in future on a regular basis, repeat purchase from
online retailers and chances of respondents to move to
virtual space for the purchase of products previously
done from physical space. Day (1969) explained that
the intentional measures can be more effective than
behavioural measures to capture the customer's mind
as the customer may make purchases due to
constraints instead of real preference when purchase
is considered. In the current study, intention to
purchase was positively correlated with exploratory
and innovative behaviours of the selected segment.
Purchase intention can be classified as one of the
components of consumer cognitive behaviour on how
an individual intends to buy a specific brand. As
regards the online environment, Chang and Chen
(2008) examined whether the online environment
cues (web site quality and web site brand) affected
A Study of Factors Driving Indian Youth's Intention to Purchase Online
customer purchase intention towards an online
retailer and whether this impact was mediated by
customer trust and perceived risk. The study by Harris
and Goode (2010) revealed that consumers'
interpretations of online environments exerted a
powerful influence over trust and purchase intentions.
One of the predictors identified in the study was need
for precision which was not much supported in
available past research work. NFP was measured
through preparedness of a shopping list before going
to web retailers and avoiding purchase of products
having no clear cut specifications. This study observed
that need for precision can affect online shopping
behaviour. The consumers with high NFP remain
precise and specific on their purchase intentions;
consumers who are innovative and exploratory in
nature have less NFP. This study indicates that the
NFP has a negative correlation with innovativeness
and exploratory behaviour of the respondents.
Viswanathan (1997) defined Need for Precision as a
preference for engaging in a relatively fine grained
mode of processing. The N F P construct by
Viswanathan (1997) reflects a motivation to engage in
relatively fine grained, precise information processing
and engage in making distinctions that are fine grained
as opposed to course grained.
Exploring for product information on the Internet is
one of the most important predictors of online buying
behaviour. Respondents indicated that they enjoy
exploring several different alternatives or brands while
shopping and also browse through mail order
catalogues even when they don't plan to buy anything.
Exploration was found to be positively correlated with
innovativeness of the sample, shopping pleasure and
intention to purchase. Online, the process of acquiring
product information and shopping generally is
ISSN: 0971-1023 | NMIMS Management Review
Volume XXVIII January-February 2016
fundamentally different from offline. Because it is not
possible to survey a whole website at once, consumers
have to find their way, form impressions and gather
information by progressing through consecutive clicks
and searches. Besides, electronic data is stored and
can be retrieved in a manner which gives shoppers
access to plenty of information from a variety of
sources (the marketer, other users, experts, opinion
leaders, etc.). Consumers can become familiar with the
functionality and contents of a website, learn about
product information and develop their knowledge of a
product category. They can also make more confident
decisions. Recognizing the learning consequences of
exploration, whether intended or not, is important for
marketers. In the online shopping context, exploratory
search behaviours (also labelled as experiential
behaviours) are similarly opposed to goal directed
search behaviours. Moe (2003) provided evidence
that information search patterns online differ from
their offline equivalents.
Research results show that consumers' innovativeness
influences intention to shop for products online. To
attract and maintain innovativeness, online retailers
should always provide something new and unique in
website design or fashion products available in the
online store. Previous research conducted by Blake,
Neuendorf, and Valdiserri (2003); Citrin et al. (2000);
Goldsmith (2002) examined a positive relationship of
innovativeness and online shopping intention.
Researchers like Blake et al. (2003); Citrin, et al. (2000)
found that Domain Specific Innovation predicts the
extent of online shopping. Hirunyawipada and Paswan
(2006), in their research on role of consumer
innovativeness and adoption of high-technology
products, found that cognitive and domain-specific
innovativeness affects product adoption.
A Study of Factors Driving Indian Youth's Intention to Purchase Online
61
 The findings can be summarized as, distrust about
online shopping, online shopping pleasure, intention
to purchase, need for precision, exploration,
innovative customer were identified as the
determinants of 'intention to purchase for online
shopping' in the defined population. The innovative
customer was negatively associated with distrust
about online shopping and need for precision but is
positively associated with online shopping pleasure
and exploration. Exploration is found negatively
associated with distrust about online shopping and
need for precision. Exploration positively affects
online shopping pleasure and intention to purchase.
Need for precision is positively associated with distrust
about online shopping. Consumers remain precise and
specific on their purchase intention if NFP is high;
consumers who are innovative and exploratory in
nature tend to have less need for precision. Distrust
was found negatively associated with online shopping
pleasure.
Limitations and Future Research
Future studies can examine the impact of family
income and gender on the relationship between the
factors studied. More research shall be carried out to
validate Need for Precision as a factor with various
other population segments.

Annexure
Table 4: Items included in the questionnaire
Variable No. Statement
1 Videos and pictures of products make the shopping attractive and pleasurable
2 I like to go to places where I will be exposed to information about new products and brands.
8 When I see an advertisement I believe the information is inaccurate
9 It would be good to purchase again from online stores
11 I prepare well my shopping list before going to web retailers
14 I am the kind of person who would try any new product once
15 Shopping online takes away trouble
17 If I see an advertisement on my Facebook account, I do visit the link as I find it interesting
18 I avoid buying things which do not have clear cut specifications
19 I will regularly purchase from online shops in the future
20 Shopping on web is an enjoyable experience
21 I might shop online for products I previously purchased from traditional stores
22 Transaction security is a major concern for online shopping
23 Online marketers do not keep their promises and obligations
24 I like to experiment with new ways of doing things
25 I intend to continue using the online shopping website rather than discontinue its use
27 I enjoy exploring several different alternatives or brands while shopping
29 Online shopping offers do not maintain personal privacy
31 I am always cautious while buying a product online
34 It's difficult to believe the information available online about products
35 I like to browse through mail order catalogues even when I don't plan to buy anything
38 It's always fun to explore all options available on web retailers
*from a pool of 38 questions initially developed for measurements, 16 items were rejected due to face validity issues during pilot testing.

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
62 Volume XXVIII January-February 2016
 Table 5: Inter Item Correlation Matrix

v1 v2 v8 v9 v11 v14 v15 v17 v18 v19 v20 v21 v22 v23 v24 v25 v27 v29 v31 v34 v35 v38
v1 1.000 .007 .093 .112 .027 .226 .320 .396 -.059 .045 .531 .162 .153 .041 .051 .027 .096 .111 .000 -.083 .362 .513
v2 .007 1.000 .291 .090 -.172 .233 .047 .148 -.173 .119 .053 .118 -.086 .132 .452 .123 .211 .272 -.085 -.167 .213 .181
v8 .093 .291 1.000 .151 -.235 .077 .083 .164 -.112 .087 .173 .176 -.361 .461 .162 -.006 .066 .553 -.537 -.445 .260 .144
v9 .112 .090 .151 1.000 .030 .176 .205 .204 .010 .239 .218 .451 .112 .019 .156 .210 .203 .078 .059 -.077 .277 .131

Volume XXVIII January-February 2016

v11 .027 -.172 -.235 .030 1.000 .033 .092 -.071 .625 .080 .052 -.056 .182 -.110 -.248 .040 .075 -.157 .307 .347 -.112 -.046
v14 .226 .233 .077 .176 .033 1.000 .116 .187 -.006 .152 .202 .223 -.032 -.039 .296 .138 .419 .046 .100 -.061 .198 .092

ISSN: 0971-1023 | NMIMS Management Review

v15 .320 .047 .083 .205 .092 .116 1.000 .229 .054 -.014 .429 .145 .004 .230 .191 .036 .147 .069 .060 -.062 .077 .262
v17 .396 .148 .164 .204 -.071 .187 .229 1.000 -.118 .161 .396 .267 .034 .042 .175 .201 .051 .180 -.079 -.121 .332 .439
v18 -.059 -.173 -.112 .010 .625 -.006 .054 -.118 1.000 .014 .054 .043 .223 -.083 -.321 .053 -.071 -.131 .286 .360 -.285 -.055
v19 .045 .119 .087 .239 .080 .152 -.014 .161 .014 1.000 .014 .306 .099 -.081 .128 .468 .236 -.031 -.034 .071 .309 .081
v20 .531 .053 .173 .218 .052 .202 .429 .396 .054 .014 1.000 .182 .106 .124 .096 .013 .073 .116 -.014 -.082 .224 .500
v21 .162 .118 .176 .451 -.056 .223 .145 .267 .043 .306 .182 1.000 .118 .009 .133 .262 .314 .104 -.005 -.053 .344 .292
v22 .153 -.086 -.361 .112 .182 -.032 .004 .034 .223 .099 .106 .118 1.000 -.369 -.179 .116 -.190 -.309 .457 .350 -.100 .048
v23 .041 .132 .461 .019 -.110 -.039 .230 .042 -.083 -.081 .124 .009 -.369 1.000 .182 -.011 .108 .378 -.395 -.363 .091 .144
v24 .051 .452 .162 .156 -.248 .296 .191 .175 -.321 .128 .096 .133 -.179 .182 1.000 .092 .307 .178 -.103 -.176 .275 .131
v25 .027 .123 -.006 .210 .040 .138 .036 .201 .053 .468 .013 .262 .116 -.011 .092 1.000 .154 .073 -.033 -.028 .188 .089
v27 .096 .211 .066 .203 .075 .419 .147 .051 -.071 .236 .073 .314 -.190 .108 .307 .154 1.000 .113 -.012 -.109 .421 .091
v29 .111 .272 .553 .078 -.157 .046 .069 .180 -.131 -.031 .116 .104 -.309 .378 .178 .073 .113 1.000 -.370 -.412 .234 .134
v31 .000 -.085 -.537 .059 .307 .100 .060 -.079 .286 -.034 -.014 -.005 .457 -.395 -.103 -.033 -.012 -.370 1.000 .478 -.248 -.124
v34 -.083 -.167 -.445 -.077 .347 -.061 -.062 -.121 .360 .071 -.082 -.053 .350 -.363 -.176 -.028 -.109 -.412 .478 1.000 -.287 -.129
v35 .362 .213 .260 .277 -.112 .198 .077 .332 -.285 .309 .224 .344 -.100 .091 .275 .188 .421 .234 -.248 -.287 1.000 .326
v38 .513 .181 .144 .131 -.046 .092 .262 .439 -.055 .081 .500 .292 .048 .144 .131 .089 .091 .134 -.124 -.129 .326 1.000

A Study of Factors Driving Indian Youth's Intention to Purchase Online

63
 Table 6: Anti Image Correlation Matrix

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
64 Volume XXVIII January-February 2016
 Table 7: Communalities Table 8: Item Statistics
Initial Extraction Mean Std. Deviation N
v1 1.000 .692 v1 4.22 1.084 219
v2 1.000 .647 v2 3.49 1.151 219
v8 1.000 .686 v8 3.03 1.302 219
v9 1.000 .375 v9 3.52 1.163 219
v11 1.000 .711 v11 2.89 1.293 219
v14 1.000 .537 v14 3.91 .980 219
v15 1.000 .499 v15 4.00 .846 219
v17 1.000 .510 v17 3.51 1.114 219
v18 1.000 .775 v18 3.11 1.400 219
v19 1.000 .600 v19 3.29 1.187 219
v20 1.000 .671 v20 4.13 .961 219
v21 1.000 .490 v21 3.55 .973 219
v22 1.000 .626 v22 3.35 1.348 219
v23 1.000 .585 v23 3.46 1.109 219
v24 1.000 .683 v24 3.50 1.020 219
v25 1.000 .532 v25 3.66 1.065 219
v27 1.000 .776 v27 3.31 1.183 219
v29 1.000 .542 v29 3.02 1.260 219
v31 1.000 .685 v31 3.47 1.257 219
v34 1.000 .545 v34 3.16 1.304 219
v35 1.000 .675 v35 3.46 1.059 219
v38 1.000 .585 v38 3.75 1.139 219
Extraction Method: Principal Component Analysis.

Table 9: Item Total Statistics

Scale Mean if Scale Variance if Corrected Item- Squared Multiple Cronbach's Alpha if
Item Deleted Item Deleted Total Correlation Correlation Item Deleted

v1 72.57 70.476 .394 .482 .631

v2 73.30 72.696 .245 .331 .646

v8 73.76 74.365 .123 .573 .661

v9 73.27 69.824 .394 .296 .630

v11 73.89 74.498 .119 .484 .661

v14 72.88 71.934 .357 .322 .637

v15 72.79 73.075 .348 .308 .640

v17 73.28 70.085 .402 .343 .630

v18 73.68 75.237 .067 .520 .669

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 65
 Scale Mean if Scale Variance if Corrected Item- Squared Multiple Cronbach's Alpha if
Item Deleted Item Deleted Total Correlation Correlation Item Deleted

v19 73.50 70.985 .322 .359 .638

v20 72.66 70.685 .447 .461 .629

v21 73.24 70.221 .470 .398 .626

v22 73.44 75.623 .059 .398 .669

v23 73.33 76.783 .042 .373 .666

v24 73.29 73.821 .226 .382 .648

v25 73.13 72.409 .291 .302 .642

v27 73.48 70.829 .332 .430 .637

v29 73.77 74.388 .131 .397 .659

v31 73.32 77.631 -.017 .499 .675

v34 73.63 79.554 -.104 .412 .686

v35 73.33 70.875 .383 .490 .633

v38 73.04 69.834 .404 .449 .629

Table 10: CFA Regression weights Table 12: Covariance

Estimate S.E. C.R. P Label Estimate S.E. C.R. P Label
v34 <--- F1 1.000 F1 <--> F2 -.079 .052 -1.509 .131 par_13
v22 <--- F1 .884 .125 7.092 *** par_1 F1 <--> F3 .004 .059 .069 .945 par_14
v29 <--- F1 -.797 .116 -6.883 *** par_2 F1 <--> F4 .349 .088 3.959 *** par_15
v23 <--- F1 -.689 .102 -6.777 *** par_3 F1 <--> F5 -.298 .078 -3.827 *** par_16
v31 <--- F1 .993 .122 8.109 *** par_4 F6 <--> F1 -.239 .073 -3.290 .001 par_17
v17 <--- F2 1.000 F2 <--> F3 .179 .052 3.463 *** par_18
v38 <--- F2 1.257 .169 7.435 *** par_5 F2 <--> F4 -.032 .049 -.642 .521 par_19
v1 <--- F2 1.185 .160 7.403 *** par_6 F2 <--> F5 .291 .063 4.602 *** par_20
v20 <--- F2 1.010 .139 7.256 *** par_7 F6 <--> F2 .108 .051 2.118 .034 par_21
v9 <--- F3 1.000 F4 <--> F5 -.248 .077 -3.202 .001 par_22
v21 <--- F3 1.012 .168 6.025 *** par_8 F6 <--> F4 -.312 .080 -3.898 *** par_23
v19 <--- F3 .800 .161 4.965 *** par_9 F6 <--> F5 .333 .074 4.486 *** par_24
v11 <--- F4 1.000 F3 <--> F4 .024 .056 .423 .672 par_25
v18 <--- F4 1.412 .219 6.448 *** par_10 F3 <--> F5 .384 .078 4.914 *** par_26
v35 <--- F5 1.000 F6 <--> F3 .159 .061 2.624 .009 par_27
v27 <--- F5 .666 .117 5.684 *** par_11
v24 <--- F6 1.000
v2 <--- F6 .783 .168 4.654 *** par_12

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
66 Volume XXVIII January-February 2016
 Table 11: Standardised regression weight Table 13: Squared multiple correlations
Estimate Estimate
v34 <--- F1 .687 v2 .314
v22 <--- F1 .588 v24 .652
v29 <--- F1 -.567 v27 .251
v23 <--- F1 -.556 v35 .706
v31 <--- F1 .708 v18 .815
v17 <--- F2 .590 v11 .479
v38 <--- F2 .726 v19 .214
v1 <--- F2 .719 v21 .510
v20 <--- F2 .692 v9 .348
v9 <--- F3 .590 v20 .479
v21 <--- F3 .714 v1 .517
v19 <--- F3 .462 v38 .527
v11 <--- F4 .692 v17 .348
v18 <--- F4 .903 v31 .501
v35 <--- F5 .840 v23 .309
v27 <--- F5 .501 v29 .321
v24 <--- F6 .808 v22 .345
v2 <--- F6 .560 v34 .472

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 67
 References
Alba, J., Lynch, J., Weitz, B. AndJaniszewski, C. (1997). Interactive Home Shopping: Consumer, Retailer, and
Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing 61(3), 38-53.

Alcaiz, E. B., Mafe C. R., Manzano J. A., and Blas S. S. (2008). Influence of Online Shopping Information
Dependency and Innovativeness on Internet Shopping Adoption. Online Information Review. 32(5), 8-667.

Agarwal, R., M. Ahuja, P. E. Carter, and M. Gans. 1998. Early and late adopters of IT innovations: Extensions
to innovation diffusion theory. Paper presented at the Diffusion Interest Group in Information Technology
(DIGIT) Conference,Helsinki Available at :< disc-nt. cba. uh. edu/chin/digit98/panel2. pdf>

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl, & J. Beck -marm (Eds.),
Action Control: From Cognition to Behavior (pp. 1139). New- York: Springer-Verlag. doi:10.1007/978-3-642-
69746-3_2

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes,
50(2), 179211. doi:10.1016/0749-5978(91)90020-T

Ajzen, I., &Fishbein, M. (1980). Understanding attitudes and predicting social behavior. New Jersey:Prentice-
Hall.

Barber, B. (1983). The Logic and Limits of Trust. New Brunswick: Rutgers University Press

Baumgartner, H.,&Steenkamp, J. B. (1996). Exploratory consumer buying behavior: Conceptualization and

measurement. International Journal of Research in Marketing. 13, 121137

Bearden, W. O., D.M. Hardesty, and R. L. Rose. (2001). Consumer self-confidence: Refinements in
conceptualizations and measurements. Journal of Consumer Research. 28, 121134.

Bellman, S., Lohse, G. L., & Johnson, E. J. (1999).Predictors of online buying behavior. Communications
of the ACM, 42(12), 3238. doi:10.1145/322796.322805

Blake, B. F., K. A. Neuendorf, and C. M. Valdiserri. (2003). Innovativeness and variety of internet shopping.
Internet Research(3), 156-164

Bloch, P. H.,Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: An extended framework. Journal of
Consumer Research. 13(1), 119126

Camp, L. J. (2001). Trust and risk in Internet Commerce. MIT Press, Cambridge, M. A.

Chang, H.H., Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust
and a perceived risk as a mediator. Online Information Review. 32(6), 818-841

Chau, P. Y. K., and K. L. Hui. (1998). Identifying early adopters of new IT products: A case of Windows 95.
Information and Management. 33 (5), 225230

Chen, Shu-Ching (2012). The customer satisfactionloyalty relation in an interactive e-service setting: The
mediators, Journal of Retailing and Consumer Services. 19, 202210

Citrin, A. V., D. E. Sprott, S. N. Silverman and D. E. Stem. (2000). Adoption of internet shopping: The role of
consumer innovativeness. Industrial management+Data Systems. 100, 294-300.

Close, A., Kinney, M. (2010). Beyond buying: Motivations behind consumers' online shopping cart use, Journal
of Business Research (63), 986992

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
68 Volume XXVIII January-February 2016
 Crespo, A.H., Del Bosque I. R. (2008). The Effect of Innovativeness on the Adoption of B2C E-Commerce: A
Model Based on the Theory of Planned Behavior. Computers in Human Behaviour (24) ,28302847

Craig C.S. and GinterL.J. (1975). An Empirical Test of a Scale For Innovativeness. In M. J. Schlinger, & A. Abor
(Eds.), Advances in Consumer Research (pp. 555-562). Association for Consumer Research.

Day, G. (1969). A Two Dimensional Concept of Brand Loyalty. Journal of Advertising Research . 9(3), 29-35

Delafrooz, N., L. Paim and A.Khatibi. (2010). Students' on line shopping behavior: An empirical study. Journal
of American Science. 6(1),137-147

Egger, A. (2006). Intangibility and perceived risk in online environments. Academy of Marketing, London:
University of Middlesex.

Flavian, C. AndGuinaliu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic
elements of loyalty to a web site, Industrial Management & Data Systems, 106(5), 601-620

Foxall, G. R., and C. G. Haskins. (1986). Cognitive style and consumer innovativeness: An empirical test of
Kirton's adoption-innovation theory in food purchasing. European Journal of Marketing. 20 (3), 6380

Gatignon,Hubert and Thomas R Robertson. (1985). A propositional Inventor for New Diffusion Research.
Journal of Consumer Research. (11), 849-867

Gefen, D. (2000). E-commerce: The role of familiarity and trust. OMEGA The International Journal of
Management Science. 28(6), 725-737

Gefen, D. And Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social
presence: Experiments in e-products and e-services. Omega, 32(1), 407-424

Goldsmith, R. E. (2002). Explaining and predicting consumer intention to purchase over the internet: An
exploratory study. Journal of Marketing Theory and Practice. (10), 22-28.

Goldsmith,Ronald E. , and Hofacker C. (1991). Measuring Consumer Innovativeness. Journal of Academy of

Marketing Science. (19). 209-221

Gurleen, K. (2012). Consumer's Perception Towards Online Shopping- The Case of Punjab, International
Journal of Management & Information Technology, 1(1).

Harris,L. C., Goode, M. M. H. (2010). Onlineservicescapes, trust, and purchase intentions. Journal of
Services Marketing. 24(3), 230-243

Hausman, A.V.,Siekpe, J. S. (2009).The Effect of Web Interface Features on Consumer Online Purchase
Intentions.Journal of Business Research 62(1), 5-13.

Hawes, J. M. and Lumpkin, J. R. (1984). Understanding the shopper. Journal of the Academy of Marketing
Science, 12(4), 200-218.

Hirschman, Elizabeth C. (1980). Innovativeness, Novelty Seeking and Consumer Creativity. Journal of
Consumer Research. 7, 283-295

Hirunyawipada, T., and A. K. Paswan. (2006). Consumer innovativeness and perceived risk: Implications for
high technology product adoption. Journal of Consumer Marketing. 23 (4), 182198

Huang, X.,& Su, D. (2011). Research on Online Shopping Intention of Undergraduate Consumer in China-
Based on the Theory of Planned Behavior. International Business Research, 4(1),86-92

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 69
 Isen, A. M. (1987). PositiveAffect, Cognitive Processes, and Social Behaviour. In L. Berkowitz (Ed.), Advances
in experimental social psychology. 20, 203253. New York: Academic Press.

Jayawardhena, C., Wright, L. T. and Dennis, C. (2007). Consumer online: Intentions, orientations and
segmentation. International Journal of Retail & Distribution Management. 35(6), 515-526.

Javadi, M., Dolatabadi,H, Nourbakhsh, M., Poursaeedi,A. and Asadollahi A. (2012).An Analysis of Factors
Affecting on Online Shopping Behavior of Consumers, International Journal of Marketing Studies.4(5).

Kaltcheva, V. D.,&Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of
Marketing. 70(1), 107118.

Kim, Y. M. and Shim, K. Y. (2002). The influence of internet shopping mall characteristics and user traits on
purchase intent. Irish Marketing Review, 15(2), 25-34

Kimery, K. M. AndMcCard, M. (2002). Third-party assurances: Mapping the road to trust in e-retailing.
Journal of Information Technology Theory and Application, 4(2), 63-82.

Kramer, R. M. (1999). Trust and distrust in organizations: Emerging perspectives, enduring questions, Annual
Review of Psychology, 50, 569-598

Koufaris, M., and William, H. (2002). Customer trust online: examining the role of the experience with the
web site. The Department of Statistics & Computer InformationSystems, Zicklin School of Business. Baruch
College, The City University of New York, Available at: http://cisnet. baruch. cuny. edu/papers/cis-200205. pdf
[Accessed 14 December 2012].

Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase
intention: An empirical test in a multiple brand context. Journal of Business Research, 37 (2), 115-120.

Laroche, M., Yang, Z. , McDougall, G. H. G. and Bergeron, J. (2005). Internet versus Bricks-and Mortar
Retailers: An Investigation Into Intangibility and Its Consequences. Journal of retailing 81(4), 251-267

Leavitt, Clark and John Walton(1975).Development of Scale for Innovativeness. Jane Schlinger(Ed), In Mary
Jane Schinger (Ed.),Advances in Consumer Research,(vol 2,pp 545-554) . Ann Arbor,MI: Association of
Consumer Research

Lee, M. K. O. and Turban, E. (2001). A trust model for consumer internet shopping. International Journal of
Electronic Commerce, 49(1), 75-91

Lim, K. H.,Sia, C. L., Lee, M. K. O. And Benbasat, I. (2001). How do I trust you online and, if so, will I buy? An
empirical study on designing web contents to develop online trust.The University of British Columbia,
Vancouver.

Lim,W.M. and Ting, D. H. (2012). E-shopping: An Analysis of the Uses and Gratifications Theory, Modern
Applied Science. 6(5), pp 48-63

Lu, L., Chang H.,Yu S. (2013),An exploratory study in Taiwan Online shoppers' perceptions of e-retailers' ethics,
cultural orientation, and loyalty,Internet Research. 23(1),pp. 47-68

Manning, Kenneth,C. William O, Bearden, and Thomas J. Madden. (1995).Consumer Innovativeness and the
Adoption Process.Journal of Consumer Psychology. 4(4), 329-345

Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An integrative model of organizational trust. Academy
of Management Review, 20(3), 709-734

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
70 Volume XXVIII January-February 2016
 McKinsey Global Institute. (May 2011). Internet matters: The Nets sweeping impact on growth, jobs, and
prosperity.

McCole, P. and Palmer, A. (2001). A critical evaluation of the role of trust in direct marketing over the internet.
Proceedings of World Marketing Congress, Cardiff.

McKnight, D. H.,Choudhury, V. And Kacmar, C. (2002). Developing and validating trust measures for e-
commerce: An integrative typology. Information Systems Research, 13(3), 334-359

Menon, S., and Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the Internet
shopping experience. Journal of Retailing. 78(1), 3140

Midgley, D.F., and G. R. Dowling. (1978). Innovativeness: The concept and its measurement. Journal of
Consumer Research. 4, 229242

Moe, W. W. (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store
navigational clickstream. Journal of Consumer Psychology. 13(12), 2939.

Mudd, S. 1990. The place of innovativeness in models of the adoption process: An integrative review.
Technovation, 10 (2), 119136

Pavlou, P. A. (2003) Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the
Technology Acceptance Model. International Journal of Electronic Commerce,7(3), 101-134.

Price,Linda L., Nancy M Ridgway. (1983). Development of Scale to Measure Use Innovativeness. In Richard P
Bagozzi and Alice M Tybout(Eds).Advances in Consumer Research. 10, 679-684

Ponnurangam, K.,Acquisti, A.AndCranor, L. (2006). Trust modelling for online transactions: a phishing
scenario. In the proceedings of Privacy Security Trust, Oct 30 - Nov 1, Ontario, Canada.

Rogers, E. M. (1983). Diffusion of Innovations. New York: The Free Press.

Rezaei,S. and Amin M. (2013), Exploring online repurchase behavioural intention of university students in
Malaysia, J. Global Business Advancement. 6(2)

Salisbury, W. D., Pearson, R. A., Pearson, A. W.and Miller, D. W. (2001) Perceived Security and Worldwide Web
Purchase Intention. Industrial Management and Data Systems 101(4), 165-177.

Schwarz, N. (1986). Feelings as information: Informational and motivational functions of affective states. In
E. T. Higgins & R. M. Serrentino (Eds.), Handbook of motivation and cognition. 2,527561. New York: Guilford
Press.

Shim, J. K.,Quereshi, A.A. and Siegel, R. M. (2000). The International Handbook of Electronic
Commerce,Glenlake Publishing Company. The Emerging Digital Economy, U. S. Department of Commerce

Sproles, G. B. and Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles.
Journal of Consumer Affairs, 20 (2), 267-279.

Teo. T. S., Wang. P. and Leong C. H. (2004) Understanding Online Shopping Behaviour Using A Transaction
Cost Economics Approach, International Journal of Internet Marketing and Advertising 1(1), 62-84.

Turel, O.,Serenko, A. , and Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of
consumption values perspective. Information & Management, 47(1), 5359

Utz S., Kerkhof P.and Bos J., (2012) Consumers Rule: How Consumer Reviews Influence Perceived
Trustworthiness of Online Stores, Electronic Commerce Research and Applications. 11, pp 4958.

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
Volume XXVIII January-February 2016 71
 Verhagen, T., Tan, Y. H.AndMeents, S. (2004). 'An empirical exploration of trust and risk associated with
purchasing at electronic marketplaces', 17th Bled eCommerce Conference eGlobal, Bled, Slovenia, 21-23 June.

Venkatraman,Meera P. and Linda L Price (1990). Differentiate in between Cognitive and Sensory
Innovativeness: Concepts, Measurement and Implications. Journal of Business Research. 20,293-315

Viswanathan, Madubalan (1997). Individual Difference in Need for Precision, Personality and Social
Psychology Bulletin,23,717-735

Wu, J. J. and Cheng, Y. S. (2005). Towards understanding members' interactivity, trust, and flow in online travel
community. Industrial Management & Data Systems. 105(7), 937-954.

Yousafzai, S. Y.,Pallister, J. G. AndFoxall, G. R. (2003). A proposal model of e-trust for electronic banking.
Technovation, 23(1).

Zwass, V. (1998) Structure and macro-level impacts of electronic commerce: From technological infrastructure
to electronic marketplaces. In K. F. Kendall (ed.). Emerging Information Technologies.Thousand Oaks, CA:
Sage, 289-315.

Zhou, L., Dai L. and Zhang D. 2007. Online Shopping Acceptance Model A Critical Survey of Consumer Factors
in Online Shopping. Journal of Electronic Commerce Research, 8(1), 41-62.

Shruti Jain is a Ph. D in the stream of Applied Business Economics with 14 years of work experience in
industry and academia. She has worked as Director, Economic Affairs Division, ASSOHAM and as
Consultant, International division, Confederation of Indian Industry (CII). Her papers have been published
in various international and national journals. Her areas of interest include international marketing and
online shopping consumer behaviour. Ms Jain may be contacted at sj31080@gmail.com

Prashant Verma has more than a decade of experience in Quantitative techniques and Decision Science.
Prof. Verma holds a Masters' degree in Statistics and a PG Diploma in Computer Software. He has been
associated with several Institutions of repute. Apart from teaching, he is engaged in consultancy and
training of executives' cohorts in business analytics. He has also authored various research papers in
refereed journals. His areas of interest include business analytics, advanced research techniques and
analytical models in marketing and finance. Prof. Verma may be contacted at prof.verma.in@gmail.com

ISSN: 0971-1023 | NMIMS Management Review A Study of Factors Driving Indian Youth's Intention to Purchase Online
72 Volume XXVIII January-February 2016