Determinants of e-shopping intentions: An Empirical Study

  • Dr. Krity Gulati Mehta et al.


The paper explores the commonly held belief the e-tailers that the youth living large cities do their eshopping (online shopping) based on their awareness of brands and prior online shopping experience.
The paper presents briefly the literature relevant to the study and based upon which a conceptual
framework driven by three basic dimensions â brand awareness, prior online shopping experience and
trust in online transactions has been proposed.
The empirical study uses a questionnaire to ascertain what determines the online purchase intentions
of students of National Capital Territory of Delhi, India. Three Hypotheses pertaining to the three
dimensions enumerated above have been tested using and observed to be statistically significant. The
tests used are Principal Component Factor Analysis and Multiple Regression. Sample size: 383;
Confidence level: 95% and Margin of Error:5%.