Millennials and Digitalization: Online shopping behavior

Abstract

The Digital Marketing is an integrated form of Information and Communication Technology (ICT) and Marketing principles to promote the products and services. One tap shopping has become an integral part of millennial generation. The entry of Amazon & Flipkart in Indian market has led to drastic change in online retailing by increasing the sales at a rapid speed. The study focused on analyzing the changing behavior of millennials from offline to online shopping and impact of social media on their purchase intention from 391 respondents who shop online using correspondence analysis, regression and factor analysis. Social media being the major influencer along with impulsive discounts. Major factors which induce online purchase includes, need, information, Discounts, consumer reviews, confidence, risk level, risk avoidance intention and perception.