Factors Influencing Online Purchase Intention Towards Online Shopping of Gen Z

Abstract

Online shopping is growing rapidly. It shows exponential growth indicating that there is a large scope of growth for the e-commerce market. The convenience of online shopping rendering it a current trend among consumers, especially Gen Z. People purchase products and services mostly based on their level of trust. Online shopping has become a new sort of retail searching. It has currently been adopted everywhere in the world. For international retailers, India has been attaining significance as a potential money-making marketplace. Indian shoppers have started to understand the advantages of having the internet for purchasing goods online, since the latest economic reforms. To understand the way of online shopping behaviour of Indian customers, it's necessary to identify the factors that affect their online shopping behaviour. This paper examines the key factors that influence the online purchase intention of generation Z and its impact on purchase decision for online shopping.