Millennial Consumer’s Skepticism towards online shopping decisions

Abstract

The paper focuses on proving the multidimensionality of the measure of skepticism and its relationship with online shopping decision making. The concept of Consumer skepticism, a relatively new one, if understood can help businesses cope with uncertainty, challenges of consumer resistance and doubts to benefit the overall industry. However, the idea of online decision making is still relatively new in academia. As a result, robust studies on predictors are needed to support the hypothesis. The purpose of this study was to investigate the relationship between online shopping decisions and customer uncertainty. The purpose of this study was to provide anecdotal evidence on consumer skepticism influences online decision-making. The theory of cognitive dissonance (Festinger, 1957) and the (Howard & Sheth, 1969) model of form the theoretical underpinning of the present study. Data collected from 428 respondents from various location in north India. Results of factor analysis (EFA & CFA) and structural equation modeling revealed that consumer skepticism is negatively associated with the online purchase decision. The paper concludes with theoretical and Managerial Implications.