Online shopping behavior of the millennial generation: An investigation into the major factors affecting online shopping behaviour

The e-commerce business has experienced significant growth over the previous decade, and the pandemic situation, caused by COVID-19, has only served to strengthen this trend. The young generation is the most significant customer segment in this market and they are the ones who shop online most regularly. Although this generation is stereotyped as being carefree, frivolous, and irresponsible, it is also the generation for whom convenience may be the most essential reason for engaging in online buying. The current study debunks this misconception, by employing regression analysis and structural equation modeling, to rank the most essential elements for this generation while engaging in online purchasing. A survey of532 young shoppers demonstrated that time and security in the transaction are much more essential to this generation. Convenience and price had a considerably less influence in their decision-making than security did.