A Study of the Relationship between Shopping Orientation and Online Shopping Behavior among Indian Youth

Abstract The increasing use of the Internet by young adults in emerging markets such as India provides an opportunity for marketers to tap an underdeveloped segment of young net users. A better understanding of the drivers of online shopping behavior among young adults can enable online marketers to design more effective marketing strategies. The present research explores the relationship between shopping orientation of young adults in India and their online shopping behavior in terms of online shopping adoption and frequency. Primary data were collected through a self-administered questionnaire from 831 college students. The study finds a significant difference in the entertainment, experiential and convenience orientation of online and non-online shoppers. Trial and frequent online shoppers also differ in the extent of entertainment orientation but no significant difference is found in their experiential or convenience orientation. Based on the findings, recommendations are made for encouraging young adults to shop online. KEYWORDS: non-online shoppersonline shoppersonline shopping behaviorshopping orientationyoung adults Notes Boldface indicates that out of 13 total items, item numbers 1, 2, 3, 4, and 5 load on factor 1, item numbers 6, 7, and 8 load on factor 2, and item numbers 9, 10, 11, 12, and 13 load on factor 3. n = 831. n = 831. n = 831. SA = Strongly agree, A = Agree, U = Uncertain, DA = Disagree, SDA = Strongly disagree, NR = Non-respondents. n = 831. n = 831. *p < .05. n = 176. *p < .05. **n 1 (trial online shoppers): frequency of online buying is one/yr; n 2 (occasional online shoppers): frequency of online buying is between 2–10 times/yr; n 3 (frequent online shoppers): frequency of online buying is more than 10 times/yr. n = 176. **p < .10. n = 176. *n 1 (trial online shoppers): frequency of online buying is one/yr; n 2 (occasional online shoppers): frequency of online buying is between 2–10 times/yr; n 3 (frequent online shoppers): frequency of online buying is more than 10 times/yr. n = 176. *p < .05. n = 176. n = 176. *p < .05. n = 176. *n 1 (trial online shoppers): frequency of online buying is one/yr; n 2 (occasional online shoppers): frequency of online buying is between 2–10 times/yr; n 3 (frequent online shoppers): frequency of online buying is more than 10 times/yr.