MEASURING IMPACT OF FACTORS INFLUENCING TO CONSUMER BUYING INTENTION WITH RESPECT TO ONLINE SHOPPING

Online shopping phenomena become the latest trend among youth because of its convenience. Most of the retailers focus their business on online shopping due to the large market potential of online shopping. Therefore, the present study tries to identify impact of perceived benefits, perceived trust, perceived usefulness and perceived quality factors on consumer buying intention. College students aged between 18 and 30 who pursue their studies in Ahmedabad were selected as the subjects of analysis. A Likert scale based structured questionnaire was used to collect the responses. Out of 670 youth respondents age groups between 18 to 30 targeted across the urban population of India and 648 valid Responses considered. Data analysis performs with smart PLS 3 software, in this research researcher validate the structural model with path analysis and significances derive through the bootstrapping. The researcher establishes the direct relationship as well as indirect relationship with mediating variables. Results show positive impact of perceived benefits, perceived trust, perceived usefulness and perceived quality factors on consumer buying intention.