Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

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Factors Influencing Purchasing Decision in Online Platform Among College Girls in Chennai

Authors
R. Nithya1, *, C. Ramamurthy2
1Research Scholar, Department of Commerce, S.D.N.B. Vaishnav College for Women, Chennai, 44, Tamil Nadu, India
2Associate Professor, Department of Commerce, Presidency College, Chennai, 05, Tamil Nadu, India
*Corresponding author. Email: nichrase.96@gmail.com
Corresponding Author
R. Nithya
Available Online 3 June 2024.
DOI
10.2991/978-94-6463-433-4_14How to use a DOI?
Keywords
Anticipated usefulness (PU); Anticipated ease of use (PEOU); Anticipated risk (PR); Trust; Online Purchasing; Purchasing decision
Abstract

Consumer needs and expectations contribute to technological advancement which in turn helps in meeting the customer needs and enhance their satisfaction. Online shopping made life comfortable and time saving also making products availability and access worldwide. Usages of online shopping portal have drastically increased after COVID – 19. Purchase decisions is complex and are made based on several factors especially in the absence of physical goods. This study aims in analyzing predominant factors that influence online purchase decision. Structured questionnaire where used to collect primary data from 267 college going girls in Chennai. Demographic data has been analyzed in percentages and correlation and regression where used to analyze the significant level of relationship between the variables. Results infers that there is a high significance and positive association between the variables and purchasing decisions among Gen-Z girls which suggests that if these variable’s features have been enhanced then the online shopping will also increase.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
3 June 2024
ISBN
10.2991/978-94-6463-433-4_14
ISSN
2352-5428
DOI
10.2991/978-94-6463-433-4_14How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - R. Nithya
AU  - C. Ramamurthy
PY  - 2024
DA  - 2024/06/03
TI  - Factors Influencing Purchasing Decision in Online Platform Among College Girls in Chennai
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 181
EP  - 191
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_14
DO  - 10.2991/978-94-6463-433-4_14
ID  - Nithya2024
ER  -