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Abstract
The purpose of this research is to examine the relationship between innovativeness/novelty-seeking behavior of Indian youth and their online shopping behavior. Three hundred students studying in universities in the northern region of India between the ages of 18 and 24 years participated in the survey. The research findings show a positive relationship between innovativeness/novelty-seeking behavior and online shopping behavior. The article concludes that Indian youth are interested in online shopping Web sites because these Web sites provide the latest information about products and services. Their online shopping is influenced by Web site attributes such as convenience and flexibility. The surveyed population felt comfortable purchasing with cash because online transactions are considered insecure. The article concludes with some suggestions that companies can incorporate to successfully attract Indian youth to their Web sites for shopping.
Notes
*Correlation is significant at the .05 level (two-tailed); **correlation is significant at the .01 level (two-tailed).
Note. Dependent variable is online shopping behavior.
*Significant at the .05 level (two-tailed); **significant at the .01 level (two-tailed).
Note. Dependent variable is would like to shop online.
*Significant at the .05 level (two-tailed); **significant at the .01 level (two-tailed).