Young Adults of India-Online Surfers or Online Shoppers

Abstract

ABSTRACT The purpose of this study was to examine the online behavior of young adults of India. A total of 115 Internet users from 18 to 25 years of age were surveyed from the National Capital Region of Delhi, India. Results showed that young adults of India are mainly online surfers and not online shoppers. These people have a lack of knowledge and experience with online shopping. Therefore, a very small percentage of these young adults shop online and they purchase only low-cost items. They do not trust online shopping and feel that lack of touch and feel discourage their online shopping. Based on research findings, we have suggested ways to encourage online shopping by young adults. The recommendations in this article may be of value to management students, academics, and online marketers.