Innovativeness/novelty-seeking behavior as determinants of online shopping behavior among Indian Youth

Arpita Khare, Shveta Singh, Anshuman Khare

Research output: Contribution to journalJournal Articlepeer-review

40 Citations (Scopus)


The purpose of this research is to examine the relationship between innovativeness/novelty-seeking behavior of Indian youth and their online shopping behavior. Three hundred students studying in universities in the northern region of India between the ages of 18 and 24 years participated in the survey. The research findings show a positive relationship between innovativeness/novelty-seeking behavior and online shopping behavior. The article con-cludes that Indian youth are interested in online shopping Web sites because these Web sites provide the latest information about products and services. Their online shopping is influenced by Web site attributes such as convenience and flexibility. The sur-veyed population felt comfortable purchasing with cash because online transactions are considered insecure. The article concludes with some suggestions that companies can incorporate to successfully attract Indian youth to their Web sites for shopping.

Original languageEnglish
Pages (from-to)164-185
Number of pages22
JournalJournal of Internet Commerce
Issue number3-4
Publication statusPublished - Jul. 2010


  • Convenience
  • Indian youth
  • Information availability
  • Novelty-seeking behavior
  • Online shopping behavior


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