Title: Shopping orientations and its influence on online purchase intention: a study of young adults

Authors: Daly Paulose Meppurath; Roshna Varghese

Addresses: School of Management Studies, Cochin University of Science and Technology, Kerala, 682022, India ' School of Management and Business Studies, Mahatma Gandhi University, Kerala, India

Abstract: This study tests the shopping orientations of young adults when it comes to buying online using a modified version of Sproles and Kendall's (1986) consumer styles inventory (CSI). Till date, no systematic study has explored inclination towards e-shopping among young adults using the CSI approach. The validated CSI scale is tested on a sample of 630 young-adult consumers from an emerging market to examine its cross-cultural generalisability. Exploratory and confirmatory factor analysis is used to summarise the 46 initial variables into 35 composites that explain 11 underlying factors. The study confirms the applicability of the original CSI scale while identifying three new shopping orientations specific to emerging markets namely uninterested, convenience seeking and diligent shoppers. The role of these shopping orientations as antecedents to youth intention to shop online is then explored. Novelty and convenience seeking shoppers exhibit greater inclination towards e-shopping while quality conscious and confused shoppers with habitual shopping orientations negatively affect online purchase intention.

Keywords: shopping orientation; shopper typology; purchase intention; consumption; youth; shopping style; internet shopping; e-shopping; retailing; consumer behaviour; shopping; buying behaviour; India.

DOI: 10.1504/IJEMR.2022.119254

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.1, pp.105 - 135

Received: 13 Jul 2020
Accepted: 20 Nov 2020
Published online: 30 Nov 2021 *

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