Influence of Demographic Factors on Consumer Purchase Intentions for Online Products in Haryana
DOI:
https://doi.org/10.53983/ijmds.v14n7.006Keywords:
Consumer Purchase Intention, Demographic Factors, Online Shopping, E-commerce, Digital Literacy Bottom of FormAbstract
India’s e-commerce sector is expanding rapidly, prompting increased academic attention toward understanding the factors influencing consumers’ intentions to shop online. This study explores how key demographic characteristics—specifically age, gender, education level, income, and occupation—affect online purchasing behavior in five districts of Haryana: Ambala, Gurugram, Karnal, Panipat, and Faridabad. A descriptive, cross-sectional research design was employed, and data were gathered through a structured questionnaire completed by 404 participants (Cronbach’s alpha = 0.84). The analytical approach incorporated descriptive statistics, reliability analysis, t-tests, ANOVA, and chi-square tests.The findings reveal that age, education, income, and occupation have a statistically significant impact on consumers’ online purchase intentions, whereas gender does not appear to play a notable role. Higher purchase intentions were observed among younger, well-educated, and higher-income individuals, particularly students and professionals. These results highlight the importance of demographic-targeted marketing strategies, improved digital accessibility, and policy initiatives to promote broader e-commerce adoption. The study contributes to the literature on digital consumer behavior in developing markets and offers actionable insights for marketers and public policymakers.
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