Examining the Impact of Age and Gender on Motivators and Demotivators of Online Shopping

Journal Name: 
Indian Journal of Management
Vol. 6 - No. 1
Author Name Designation Organization
Shivani Nigam
Tejinderpal Singh
Suresh Kumar Chadha

As internet has penetrated in every household, online shopping is also experienced by internet users. Internet users who hesitate in purchasing online, they search for the product online before making final purchase in offline stores. Rest of the users search and then purchase products via online stores. But in the process of making final purchase shoppers sometimes feel motivated and de-motivated due to various aspects related to online shopping. There are some factors which motivate shoppers to purchase online like price, product features, time saving, convenience and variety of products etc. whereas on the other hand there are some factors which  demotivate shoppers like security, privacy, delivery and payment options etc. Therefore, it is important to understand the factors which affect the shoppers most in their purchase decision. Hence, the present study tries to reach out all the factors affecting online  shopping behaviour while purchasing consumer durables online and find the impact of age and gender on these factors. For the purpose of the study 400 respondents were taken from four cities i.e. Chandigarh, NCT of Delhi, Ludhiana and Faridabad and 100 respondents were taken from each city. By using factor analysis two motivational and two de-motivational factors were extracted out. Results revealed that age had significant impact on motivational factors whereas, gender didn't impacted motivational factors. Moreover, no impact of age and gender was found on de-motivational factors.