A Study of Factors Driving Indian Youth's Intention to Purchase Online

This study uses Structural Equation Modelling (SEM) to identify determinants of 'intention to purchase' online among the Indian youth. The study identified need for precision (NFP) as a new factor along with factors reported in various other studies i.e. innovativeness of customer, exploration, distrust about online shopping, pleasure from online shopping. The degree and direction of association between these factors reveal that NFP is negatively associated with innovativeness of customer and exploration, but positively associated with distrust about online shopping. The consumers remain precise and specific on their purchase intention if NFP is high; consumers who are innovative and exploratory in nature tend to have less need for precision.