Understanding the Perception of Millennial Generation towards Online Shopping -A Study with Reference to Chennai

K. Soundarapandiyan*, M. Ganesh**
* Professor, Sri Sairam Institute of Management Studies, Sri Sairam Engineering College, Chennai, India.
** Professor & Director, Holy Angels School of Business, Siruvachur, Perambalur, India.
Periodicity:December - February'2018
DOI : https://doi.org/10.26634/jmgt.12.3.13882

Abstract

Online shopping is a fast growing concept nowadays globally, and it is seen that number of online shops have been increasing and it is obvious that there has been an upward trend of consumers who opt online purchases rather than conventional shopping. A consumer group, which is designated as Millennials (Generation Y) has a huge market in online market, which alone will contribute in the success of online retailers in the future. As we see internet is widely used by people of this generation and in fact, they are more technologically savvy and people feel much comfortable in using this internet for a variety of purposes including online shopping. For more than two decades, this millennial consumers segment constitutes a major marketing segment in the global market place. This trend is attributed to the fact that the individuals in the age group are in great numbers and they have supreme purchasing power which in fact, surpasses any other group of consumers. For this study, a sample size of 132 was taken through probability sampling techniques.

Keywords

Online - Shopping, Millennial, Generation, Regression, E-Commerce.

How to Cite this Article?

Soundarapandiyan,K., and Ganesh, M. (2018). Understanding the Perception of Millennial Generation towards Online Shopping -A Study With Reference to Chennai. i-manager’s Journal on Management, 12(3), 31-40. https://doi.org/10.26634/jmgt.12.3.13882

References

[1]. Ahmad, S. N. B. & Juhdi, N. (2008). Travel website adoption among Internet users in the Klang Valley, Malaysia. Unitar E-Journal, 4(1), 59-77.
[2]. Arnaudovska, E., Bankston, K., Simurkova, J., & Budden, M. C. (2010). University student shopping patterns: Internet vs. brick and mortar. Journal of Applied Business Research,26(1), 31-36.
[3]. Ashwini, N. & Manjula, R. (2015). An Empirical Study On Consumers Perception Towards Online Shopping, International Journal of Management and Commerce Innovations, 3(2), 1103-1110.
[4]. Cao, M., Zhang, Q., & Seydel, J. (2005). B2C ecommerce web site quality: An empirical examination. Industrial Management & Data Systems, 105(5), 645-661.
[5]. Comegys, C. & Brennan, M. L. (2003). Students' online shopping behavior: A dual-country perspective. Journal of Internet Commerce, 2(2), 69-87.
[6]. Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause-related marketing: How generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310-320.
[7]. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340
[8]. Engel, C. J., Bell, R. L., Meier, R. J., Martin, M. J., & Rumpel, J. H. (2011). Young consumers in the new marketing ecosystem: An analysis of their usage of interactive technologies. Academy of Marketing Studies Journal, 15(2), 23-44.
[9]. Evans, P. F. (2010). Profiling US gen. Y online apparel buyers. In Forrester. Retrieved June 8, 2010. from https://www.forrester.com/report/Profiling+US+Gen+Y+ Online+Apparel+Buyers/-/E-RES55909?objectid= RES55909
[10]. Featherman, M. S. & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
[11]. Ha, S. & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.
[12]. Hahn, K. H. & Kim, J. (2009). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi-channel context. International Journal of Retail & Distribution Management, 37(2), 126-141.
[13]. Jadhav, V. & Khanna, M. (2016). Factors influencing online buying behavior of college students: A qualitative analysis. The Qualitative Report, 21(1), 1-15.
[14]. Kansra, P. & Rajiva, D. (2013). A Study of Perception of Young People towards Online Shopping in Punjab. Elk Asia Pacific Journal of Marketing and Retail Management, 4(1).
[15]. Karami, M. (2006). Factors influencing adoption of online ticketing (Unpublished Master’s Thesis, Lulea University of Technology, Sweden).
[16]. Keeling, S. (2003). Advising the millennial generation. NACADA Journal, 23(1-2), 30-36.
[17]. Kim, H. & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221-233.
[18]. Kim, J. (2014). Object interactivity and Millennial shoppers' perceptions towards interactive product simulator. Innovative Marketing, 10(1), 53-61.
[19]. Kim, J., Fiore, A. M., & Lee, H. H. (2007). Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer. Journal of Retailing and Consumer Services, 14(2), 95-107.
[20]. Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265.
[21]. Li, N. & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings (Vol. 74, pp. 508-517).
[22]. Liang, D. (2009). Critical factors influencing Taiwanese young adults' willingness to shop online. Web Journal of Chinese Management Review, 12(4), 1-23.
[23]. Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421- 432.
[24]. Lynch, P. D., Kent, R. J., & Srinivasan, S. S. (2001). The global internet shopper: Evidence from shopping tasks in twelve countries. Journal of Advertising Research, 41(3), 15-23.
[25]. Manzari, M. (2008). Intention to use internet reservation systems by Iranian airline passengers (Unpublished Master’s Thesis, Lulea University of Technology, Sweden).
[26]. Mat, N. K. N. & Ahmad, S. S. M. (2005). Determinants of online shopping intention. Proceedings of International Conference on E-Commerce, 167-172.
[27]. Michael, M. & Cheuvront, C. C. J. B. (1998). Health communication on the Internet: an effective channel for health behavior change? Journal of Health Communication, 3(1), 71-79.
[28]. Nickell, S. (2012). Millennials: next consumer target. Gifts Décor. Accessories, 113(3), 26-32.
[29]. Papini, J. (2007). Millennials: The Fund Industry's Next Great Hope. Money Management Executive, Retrieved from https : //www.financial-planning. com/news /millennials-the-fund- industrys-next- great hope? feed=00000152-a2fb-d118-ab57-b3ff6e310000
[30]. Poesoro, A. (2007). Pasar Tradisional di Era Persaingan Global. SMERU News Letter, (22).
[31]. Shergil, G. S. & Chen, Z. (2005). Web-based shopping: consumers’ attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 79-94.
[32]. Sinaga, P. (2008). Menuju Pasar yang Berorientasi pada Perilaku Konsumen. In A material in the National Meeting on the Traditional Market Development. Puncak, Bogor: the Deputy of the MSMEs Resource Study.
[33]. Sorce, P., Perotti, V., & Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail & Distribution Management, 33(2), 122-132.
[34]. Strauss, W. & Howe, N. (1991). Generations: The history of America's future, 1584 to 2069. New York:William Morrao & Company.
[35]. Sutami, W. D. (2012). Strategi Rasional Pedagang Pasar Tradisional. Biokultur, 1(2), 127-148.
[36]. Sweeney, R. (2006). Millennial behaviors and demographics. Newark: Library Trends – LIBI.
[37]. Sweet, S. A. & Grace-Martin, K. A. (2008). Data Analysis with SPSS: a First Course in Applied Statistics. Boston: Allyn & Bacon.
[38]. Timmermann, S. (2007). What a difference a generation makes: How our life experiences shape our viewpoints and behaviors. Journal of Financial Service Professionals, 61(3), 25-28.
[39]. Wolburg, J. M. & Pokrywczynski, J. (2001). A psychographic analysis of Generation Y college students. Journal of Advertising Research, 41(5), 33-52.
[40]. Xu, Y., & Paulins, V. A. (2005). College students' attitudes toward shopping online for apparel products: Exploring a rural versus urban campus. Journal of Fashion Marketing and Management: An International Journal, 9(4), 420-433.
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Online 15 15

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.