To Explore the Drivers and Barriers of Online Shopping among Adolescents: A Gender Based Analysis

Abstract

The present study aimed to investigate the drivers and barrier of online shopping among adolescents. The target group of the study was male (100) and female (100) adolescents, from different colleges and schools from Tricity (Mohali, Panchkula, Chandigarh). Data was collected on four variables as drivers and five variables as barriers of online shopping were studied. Descriptive statistics and independent-sample t-test was used to analyse data on the basis of gender. The result of the study found that males and females are significantly different on effort expectations and tradition barrier. On the other hand, drivers: performance expectations,  social influence, facilitating condition and barriers: usage barrier, value barrier, risk barrier, image barrier showed no difference between both the genders.