Paper Contents
Abstract
Study on various factors influencing customer purchase intention leads to inform business about understanding of consumer behavior and help in creation of consumer-friendly online buying format. Understanding Indian consumer on the basis of various demographic variables will help businesses to design buying platform accordingly.Indian culture was considered to be very specific about gender roles where women were playing the role of home-maker and men role was bread earner but because of education technology and increasing working women blurred this role difference, lots of products categories only cater females Women is around fifty percent of total population. This is important to understand gender influences in online buying which emerged exponentially. To study gender influences in online buying, their use of technology and behavior is same while purchase online or different for this Unified theory of Acceptance and Use of technology 2 model is tested on 630 online customers.Results were Habit influencing purchase intention while buying online more in female in comparison with male. This research shows that women can be loyal customers and switch less from one shopping platform to another so online business while targeting female should focus more on acquisition on the contrary male are not loyal customers so focus should be more on retention strategies for male customers.
Copyright
Copyright © 2023 Divya Vyas. This is an open access article distributed under the Creative Commons Attribution License.
