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Modelling the motivations of millennials' online shopping intentions: a PLS-SEM approach

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  • Sahil Gupta
  • Arun Aggarwal
  • Amit Mittal

Abstract

An increase in digitalisation has empowered the millennial generation like never before, especially when it comes to shopping online. Given the inherent dynamism in online shopping behaviour, this study seeks to identify new and emerging dimensions of online shopping motivation and its subsequent influence on online shopping intention. Based on focused group discussions, interviews and review of previous research, a conceptual model of consumer's intention to buy online was developed and tested using PLS-SEM approach. Results revealed eight shopping motives that affect the millenial's intention to buy a product online. The most important factors identified were social shopping followed by perceived hedonic shopping, brand loyalty, role-playing, novelty seeking and high quality, in this order respectively. The major contribution of this paper is the inclusion of new factors such as novelty seeking and social shopping that affect online buying behaviour.

Suggested Citation

  • Sahil Gupta & Arun Aggarwal & Amit Mittal, 2021. "Modelling the motivations of millennials' online shopping intentions: a PLS-SEM approach," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 29(1), pages 135-147.
    • Handle: RePEc:ids:ijbglo:v:29:y:2021:i:1:p:135-147
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    Cited by:

    1. Joan B. Garau-Vadell & Desiderio Gutiérrez-Taño & Ricardo J. Díaz-Armas, 2023. "The Moderating Role of Generation on Residents’ Support for P2P Vacation Accommodations: Millennials versus Older Generations," SAGE Open, , vol. 13(1), pages 21582440231, February.

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