ISSN 2394-5125
 

Regular Article 


FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE.

Abstract
In India, over the last decade, we have seen a massive increase in demand for smartphones. As a result, the number of internet users and online shoppers has also increased. Amazon, Flipkart, and Snapdeal being the top e-commerce websites in India have attracted a large number of online shoppers, especially millennials. Therefore, it is time to analyze the online purchase intention of millennials in the Indian context. From the earlier studies, User Generated Content (UGC) and Online Trust, have been identified as the two factors which influence online purchase intention. Due to the increasing popularity of social media platforms like Instagram, Twitter, and Facebook, majority of consumers rely on the information posted on such mediums before purchasing a product online. In this research, we tried to figure out the influence of these two factors on Indian millennial consumerís online purchase intention towards consumer electronics using Multiple Regression and Principal Component Analysis (PCA). The results of this analysis found that the two factors had a significant impact on millennials intention to purchase consumer electronics online.

Key words: Millennials; Online Purchase Intention; User Generated Content (UGC); Online Trust


 
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Pubmed Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. JCR. 2020; 7(19): 3770-3779. doi:10.31838/jcr.07.19.449


Web Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. http://www.jcreview.com/?mno=124721 [Access: September 15, 2020]. doi:10.31838/jcr.07.19.449


AMA (American Medical Association) Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. JCR. 2020; 7(19): 3770-3779. doi:10.31838/jcr.07.19.449



Vancouver/ICMJE Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. JCR. (2020), [cited September 15, 2020]; 7(19): 3770-3779. doi:10.31838/jcr.07.19.449



Harvard Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE (2020) FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. JCR, 7 (19), 3770-3779. doi:10.31838/jcr.07.19.449



Turabian Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. 2020. FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. Journal of Critical Reviews, 7 (19), 3770-3779. doi:10.31838/jcr.07.19.449



Chicago Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. "FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS." Journal of Critical Reviews 7 (2020), 3770-3779. doi:10.31838/jcr.07.19.449



MLA (The Modern Language Association) Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE. "FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS." Journal of Critical Reviews 7.19 (2020), 3770-3779. Print. doi:10.31838/jcr.07.19.449



APA (American Psychological Association) Style

UDAY KIRAN MADHIRA, VIDYAVATI RAMTEKE (2020) FACTORS INFLUENCING MILLENNIALS ONLINE PURCHASE INTENTION TOWARDS CONSUMER ELECTRONICS. Journal of Critical Reviews, 7 (19), 3770-3779. doi:10.31838/jcr.07.19.449