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Online shopping is one of the emerging sectors and is becoming the vital part of lifestyle. Due to wide spread of internet users, the online shopping has grown massively in recent years. Mostly the online shopping is done by the youngsters. So, this study research on the attitude of the youngsters towards online shopping. This paper attempted to find out whether there is any impact of gender, internet literacy, online product price, and educational qualification and website usability on online shopping.
This study was undertaken among the students of the Amity University, Noida. It was highlighted in the result that there is a relationship of online shopping with internet literacy, online product price and gender, but there is a no relationship of online shopping with educational qualification and website usability.
Online shopping in India is emerging an important part of a lifestyle. People’s lifestyle has changed as they used to buy the products by visiting different shops, but now they purchase the products by sitting at their workplaces or at their home or during travelling time by visiting the retailer website directly or by searching among the alternative vendors using a shopping search engines, which displays the product price and availability, and also payment can be made online.
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This technology has dramatically increased the internet. In India population of internet has crossed the 100 million. In this population of internet users, mostly of them are youngsters as they changing themselves according to the requirement of changing environment which they daily undergoes.
It is being said that India has the highest population of the young online consumers and expected to continue this trend in a future.
As per the study, age group of 15-24 years has been the fastest online growing age segment with user growth being contributed by the both male and female segments. So the companies have to make their studies regarding the attitude of the youngsters, and which factors affect their buying decision so that they could cope up with the demand of their existing consumers and attract the new consumers towards them.
IAMAI, 2011 - India has crossed 100 million Internet users, out of which Youngsters in India are the majority users .More than 75% of Internet Usage is still driven by youngsters that include young men, school and college going students. The contribution shared fairly amongst, School Going Kids – 21%, College Going Kids – 27%, Young Men – 27%. Around one third of Young men and Working women are heavy users (those accessing internet for more than 16.5 hours per week (IAMAI, 2011).
ComScore, 2012 -According to the report of ComScore, 2012 on state of e commerce in India, 75% of online audience between the age group of 15-34 years, the female population contributed to almost 40% of total users. India is one the youngest online population globally and expected to be a consistent trend in coming years. As per the study, 15-24 years of age group has been the fastest growing age segment online with user growth being contributed by the both male and female segments. India is one of the youngest online demographic globally.
Brown, 2012 -According to Brown, 2012 in his blog, Understanding Gender and e-Commerce say that men and women have shopped differently for generations. A little over 50% of the internet population is men yet 58% of e-Commerce revenue comes from women. Men generally complete more transactions online while women have a higher average order value.
Hernandez, Jimenez, and Martin (2011)-In their study of age, gender and income, found that socioeconomic variables moderate neither the influence of previous use of the internet nor the perceptions of e‐commerce; in short, they do not condition the behavior of the experienced e‐shopper. Thus the demographic factors and their relationship with online banking have not been generalized due to conflicting results of the studies need to be studied within a specific group of people i.e. the youth or the students.
Lee and Kozar, 2009- Lee and Kozar say that usable websites are pivotal for e-business success. They create appositive attitude toward an online store, increases stickiness and revisit rates, and can stimulate online purchases.
Li and Zhang, 2002- The study that a consumer’s motivation to shop and the information load on the Internet could influence evaluation of prices and explain why certain prices would be Online Shopping Attitude among the Youth: A Study on University Students 25 more acceptable. Hence website usability, price of product quoted online and their relationship on online purchase needs to be found out for a specific group of population i.e. the students.
KIYICI, 2012- In his study of internet shopping behavior of college of education students, tried to find out the role of familiarity and income and possession of credit card on online shopping. His results found out that that male students teacher are more familiar and have more positive attitude than female student teacher. Teacher students, who have more monthly income and have more internet self-efficacy, have positive attitude and intension to shop online. Participants, who have credit card, have more familiarity and less anxiety concerning internet shopping.
Delafrooz, Paim, and Khatibi, 2010-The study tried to find out the factors influencing students’ attitudes towards online shopping in Malaysia through a five-level Likert scale self-administered questionnaire, which was developed based on prior literature. The multiple regression analysis demonstrated the most significant determinants of consumers’ attitudes towards online shopping. The results indicated that utilitarian orientation, convenience, price, and a wider selection influenced consumers’ attitudes towards online shopping. Therefore, e-retailers should emphasize a more user-friendly function in order to provide utilitarian customers a way to find what they need efficiently.
Delafrooz, 2009-The thesis of (Delafrooz, 2009), found that the level of online shopping intention was relatively high and direction of attitude towards online shopping was positive among the postgraduate students. Moreover, it was found that utilitarian orientation and hedonic orientation, perceived benefits and demographic characteristics (gender, age, and income) were significantly and positively correlated with the attitude towards online shopping. In addition, the result revealed that the perceived behavioral control and attitude were significantly and positively correlated with online shopping intention.
Kim, 2010-In his study found out that the consumer factor, comprised of privacy, security and trust, time saving, ease of use, convenience, enjoyment provided by shopping, company reputation and tactility, was most significant for who intended to purchase online and who did buy online.
The purpose of the study is to find out the impact of the factors like gender, internet literacy, online product price, educational qualification and website usability on online shopping on a population of youngsters. There are following objectives:
A survey was conducted with target population as a student of amity university, Noida with a structed questionnaire. A total of 200 responses were received from the population. Convenience sampling, which is one of the non probability method in which sample is taken on the basis of availability and willingness to take part, has been used in this study.
Statistical tools such as chi- square test for independence and percentage analysis has been conducted for research.
Hypothesis of study can be taken as:
Demographic profile has been obtained from the responses given and it was researched that mostly respondents are in the age group of 20-35 years. Genders wise 64% of the respondents are male and rest 36% are female. Education levels of the respondents are 91% graduate, 2% post graduate and rest 7% are under graduate
Out of total two hundred respondents it had been found that 9.5% of the respondents don't search on-line and rest 90.5% of the respondents search on-line. Furthermore, it had been discovered that 66.29% of them do on-line searching monthly followed by 21.54% search often followed by weekly and thrice per week.
Among the respondents who don't search on-line were asked the explanation of not doing on-line searching, largely of them i.e. 26.31% responded that their inability to the touch the product could be a reason of their non purchase of product on-line, followed by 21.05% that don't seem to be acquainted, 15. 78% consult with product quality. They were enquired regarding what's shopped on-line, 31.5 % students responded that they purchase books because the target population is students, and followed by 20.5 %, who purchase clothes followed by buying electronic appliances and e tickets.
To check whether there is s relationship between gender and online shopping in the target area, hypothesis being H0: there is no relationship between gender and online shopping. Table 1 shows the outline of the responses:
Table 1: Gender and Online Shopping
| Gender | Familiar and Shop Online: Yes | Familiar and Shop Online: No | Total |
|---|---|---|---|
| Male | 110 | 17 | 127 |
| Female | 44 | 29 | 73 |
| Total | 154 | 46 | 200 |
As per the calculation made by chi- square test, the value derived is 18.14 which is greater than the table value of 1 df at 5% significance level i.e. 3.841. So null hypothesis is rejected. Hence shopping online has a relationship with gender To check whether there is s relationship between educational qualification and online shopping in the group, hypothesis being H0: there is no relationship between educational qualification and online shopping. Table 2 shows the outline of the responses.
Table 2: Educational Qualification and Online Shopping
| Educational Qualification | Familiar and Shop Online: Yes | Familiar and Shop Online: No | Total |
|---|---|---|---|
| UNDER GRADUATE | 12 | 2 | 14 |
| GRADUATE | 140 | 43 | 183 |
| POST GRADUATE | 2 | 1 | 3 |
| Total | 154 | 46 | 200 |
As per the calculation made by chi- square test, the value derived is 0.7555 which is lesser than the table value of 2df at 5% significance level i.e. 5.991. So null hypothesis is accepted . Hence online shopping has no relationship with educational qualification.
To check whether there is s relationship between internet literacy and online shopping in the group, hypothesis being H0: there is no relationship between internet literacy and online shopping. Table 3 shows the outline of the responses:
Table 3: Internet Literacy and Online Shopping
| Internet Literacy | Familiar and Shop Online: Yes | Familiar and Shop Online: No | Total |
|---|---|---|---|
| Yes | 146 | 8 | 154 |
| No | 10 | 36 | 46 |
| Total | 156 | 44 | 200 |
As per the calculation made by chi- square test, the value derived is 110.17 which is greater than the table value of 1 df and 5% significance level i.e. 3.841. So null hypothesis is rejected. Hence online shopping has a significant relationship with gender.
To check whether there is s relationship between online product price and online shopping in the group, hypothesis being H0: there is no relationship between online product price and online shopping. Table 4 shows the outline of the responses:
Table 4: Online Product Price and Online Shopping
| Price is Higher Compared to Traditional Method | Familiar and Shop Online: Yes | Familiar and Shop Online: No | Total |
|---|---|---|---|
| Yes | 33 | 121 | 154 |
| No | 18 | 28 | 46 |
| Total | 51 | 149 | 200 |
As per the calculation made by chi- square test, the value derived is 5.83 which is greater than the table value of 1 df and 5% significance level i.e. 3.841. So null hypothesis is rejected. Hence online shopping has a significant relationship with online product price.
To check whether there is a relationship between website usability and online shopping in the group, hypothesis being H0: there is no relationship between website usability and online shopping. Table 5 shows the outline of the responses:
Table 5: Website Usability and Online Shopping
| Usability of Website Should Be Easy | Familiar and Shop Online: Yes | Familiar and Shop Online: No | Total |
|---|---|---|---|
| Yes | 83 | 71 | 154 |
| No | 31 | 15 | 46 |
| Total | 114 | 86 | 200 |
As per the calculation made by chi- square test, the value derived is 2.62 which is lower than the table value of 1 df and 5% significance level i.e. 3.841. So null hypothesis is accepted. Hence online shopping has no significant relationship with usability of internet.
Since mostly of the respondents do online shopping, so this study can be helpful for the companies to make their marketing strategies and for doing business on internet. Majority of respondents use online shopping but then also some respondents think that reason for not doing online shopping is the inability of touch of product and not able to see the product. From this study, we can understand that there is a relationship between the internet literacy and online shopping. So there should be a proper care of internet literacy while promoting an online shopping. Further, it was found that online shopping has an important relationship with online product price.
So to attract the customers from traditional method of shopping to the online shopping, there is a need to have a less price and variety of products. It was also discovered that website usability has not impact on the online shopping which in simple words means that the ease in use of website has no effect on the online shopping. Another important finding was that educational qualification also does not have any impact on the online shopping whereas gender has impact on online shopping. So the companies while planning their strategies for online marketing, they should be distinct in addressing the needs of both male and female. The study observed that online shopping is in satisfactory level in the students of Amity University. If the companies take this as an example and try to concentrate on the above findings then it can increase the number of online shop consumers.
A Study on Online Shopping Attitude among the Youth in India. (2024, Feb 22). Retrieved from https://studymoose.com/document/a-study-on-online-shopping-attitude-among-the-youth-in-india
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