Assessment of male millennial digital purchase intent with regard to online fashion

Title

Assessment of male millennial digital purchase intent with regard to online fashion

Creator

Venkatesh A.; Aruna P.

Description

There has been a tremendous growth in the number of people opting for online purchases in recent years especially among the tech savvy millennials not just in tier 1 city by also in tier 2 and 3 cities of Karnataka, Reasons for such a massive growth can be a result of several benefits offered by online shopping such as convenience, time-saving, reduces time and cost of travelling and avoiding traffic chaos in metro cities and so on. Also, we can observe from previous studies that online shopping is widely preferred by females when compared to males in India and also male millennials are reluctant to opt for online purchases (Chaudhary et al.2022). Thus, there exists a need to find out the factors affecting digital purchase intent among male millennials with regard to online fashion Purchases. This study aims to assess the validity and reliability of the measurement instrument, assess the issues and challenges faced by male millennials and mediating effect of e-satisfaction and e-experience. 2024, IGI Global. All rights reserved.

Source

Enhancing and Predicting Digital Consumer Behavior with AI, pp. 105-125.

Date

2024-01-01

Publisher

IGI Global

Coverage

Venkatesh A., Christ University, India; Aruna P., Christ University, India

Rights

Restricted Access

Relation

ISBN: 979-836934454-5; 979-836934453-8

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-4453-8.ch007

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85195763921&doi=10.4018%2f979-8-3693-4453-8.ch007&partnerID=40&md5=ee99f14d4cdf5734e345699607501ce5