Age & Gender

Bhat S.A. & Darci, M.A (2019) state the analysis to explore the influence of sociodemographic variable

(age and gender) on consumers’ perception towards online shopping. The article specifically focuses on

purchase benefit that has been categorized into three dimensions such as convenience, interactivity and

enjoyment, which are associated with demand management of an Indian consumer. Analysis revealed

that gender does not have any influence on the purchase benefit variables; however, the significant

mean difference was observed between ‘Below 20’ and ‘21–30’ years age groups for convenience and

interactivity only. The findings of the current study will be helpful to web store executives in building

marketing capabilities and demand management strategies for different age groups. The study has a

unique contribution of filling the knowledge gaps in the existing literature by statistically evaluating the

role of less-studied sociodemographic variables, that is, age and gender on the consumers’ intention

towards purchase benefits associated with online shopping.

Civil status

Dig I.Z., Domingo L.M., & Consignado M. (2017), The study aimed to determine the participants’

intention towards online purchase as affected by demographic profile and perceived risks. The study

focused on young professionals in the 5th District of Cavite who are white-collar workers and have at

least associate’s degree with age ranging from 20 to 39 years old. Sex, civil status, occupation and net

monthly income have no significant relationship with online purchase intention which indicates that

demographic profile of the participants do not affect their intention to buy online. Perceived risks in

terms of product, time, financial, delivery and social risk have significant relationship with online

purchase intention. Additionally, product risk has the most influence on the purchase intention of the

participants in online shopping. The study revealed that despite of the knowledge of the perceived risks,

young professionals would still purchase online but shopping would not be frequent.

Employment Status
Dekkers, K. (2018), The effect of employment status on the adoption of online purchasing in Central

Queensland 1999-2002. Factors determining the participation of e-commerce in CQ It can be seen that

the factors affecting online purchasing behaviours. Three external reasons were considered as possible

rationale to contribute these variations: other external factors, such as the development of e-commerce

market; internal factors, such as people's understanding of, and attitudes towards e-commerce which

could be different across years; and statistical factors, such as sampling errors. However, some of the

factors, such as location, age, education level, marital status and household income. This could suggest

that these factors were less affected by environmental changes during this short period of time, but they

had determinant effects on people's decision for online shopping. Therefore, any variation of these

factors could influence people's decision to engage in online purchasing activities.

Frequency of Purchase

Gupta, N. (2015), The increasing use of the Internet by young adults in emerging markets such as India

provides an opportunity for marketers to tap an underdeveloped segment of young net users. A better

understanding of the drivers of online shopping behavior among young adults can enable online

marketers to design more effective marketing strategies. The present research explores the relationship

between shopping orientation of young adults in India and their online shopping behavior in terms of

online shopping adoption and frequency. The study finds a significant difference in the entertainment,

experiential and convenience orientation of online and non-online shoppers. Trial and frequent online

shoppers also differ in the extent of entertainment orientation but no significant difference is found in

their experiential or convenience orientation. Based on the findings, recommendations are made for

encouraging young adults to shop online.

Mode of payment

Rahma, M.A., Islam, Md. A., Esha, B.H.,Sultana, N., Chakravorty, S.(2018), state a related literature that

shows the different payment options for customers which is a very crucial segment for buying decision.

76.25% of the respondents are doing transaction by cash on delivery facilitywhereas 15.62% of the
interviewees is paying through a debit card. 3.13% respondent pay bycredit card and 5% through mobile

banking. Most of the consumers prefer cash on delivery as a mode of payment for online shopping. This

finding confirms the study of Rastogi (2010) but contrasts the findings of Liao et al. (2012), where the

online shoppers mostly prefer to pay through credit or debit cards. The contrast may be due to the less

developed financial sector of Bangladesh, where credit cards are less available than that in developed

countries.

Reference

Suhail Ahmad Bhat & Mushtaq Ahmad Darzi (2019), Exploring the Influence of Consumer Demographics

on Online Purchase Benefits; India. https://journals.sagepub.com/doi/abs/10.1177/2319714519892109

Irish Crizanee Dig, Lea Marissa Domingo, Michael Consignado (2017), Perceived Risks and Online

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status-on-the-adoption-of-online-purchasing-in-Central_fig4_30063173/amp

Nirupma Gupta (2015), A Study of the Relationship between Shopping Orientation and Online Shopping

Behavior among Indian Youth; The Northcap University.

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Rahman, Mohammad Anisur; Islam, Md. Aminul; Esha, Bushra Humyra; Sultana, Nahida; Chakravorty,

Sujan (2018), The Influence of Online Shopping Determinants on Customer. https://scielo.conicyt.cl ›

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