Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Factors Influencing Young Consumers on E-Retailing An Empirical Study To Analyze E-Satisfaction Leading To E-Loyalty In the Indian Context

Author(s): Sashikala P and Vijayudu G

In 21st century, the evolution of e-retailing in India is growing phenomenally. The role of young consumers’ participation especially the age group of 18 to 25 years is highly appreciable in the e-retailing growth in India. This has triggered the researchers to study and find more relevant factors behind the youth involvement in e-retailing sector especially towards fashionable items. The purpose of this research paper is to provide an empirical framework for determining factors effecting young consumers’ online re-purchasing. This paper is testing whether the young consumer satisfaction is leading to young consumers’ repeat purchase behaviour or not? Hence, we proposed a model ‘young consumers’ e-loyalty over e-satisfaction’. Towards this, twenty variables (items) were taken from previous literature and framed the hypotheses. The primary data was collected from young consumers by following simple random sampling technique. The primary data was analysed by using factor, regression and logistic regression analysis. The results were found that the Product-specific factors, website design, price & payment methods and product delivery are the most determining factors influencing young consumers’ online satisfaction in e-retailing industry. The proposed model was proved through logistic regression that there is high significance between e-satisfaction and e-loyalty.

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