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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 331 Generation Y respondents. The reliability statistics presented reveals that the alpha values are considered to be conventionally acceptable. The factor loadings corroborate the construct validity since the loading pattern shows that there is minimum overlapping and the constructs emerge as distinct. The respondents consider cash on delivery and offer as the most important variables influencing the level of satisfaction of online shoppers. The respondents also consider assortment and availability of information as important variables that the online shoppers look forward to while selecting an online marketer.