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The current research was undertaken to understand Indian students' intention to purchase through online shopping Web sites. A survey of 325 students studying in Indian universities was conducted. The results indicate that Indian students' intention to purchase online is influenced by utilitarian value, attitude toward online shopping, availability of information, and hedonic values. Male students have a more positive attitude toward online shopping compared to female students.
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Khare et al. (2011) studied this question.
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