Factors influencing online purchase intention: A study among engineering college students in Chennai

Internet have changed the way of Business and the consumers purchase style towards goods and services. It is important to understand the consumers online purchase intention. Among all the internet users, students are the one who actively involved in online purchase. The aim of this study is to analyse the factors influencing online purchase intention in Chennai. The results of the study reveals that trust is the most significant factor in online purchase intention among engineering college students in Chennai. This helps the online marketers to formulate effective online marketing strategies.