To appraise the factors influencing generation Y while choosing a website for online shopping

Online shopping is rapidly developing in India as a new way of shopping. It is more popular among Generation Y. Generation Y is more comfortable with technologically advanced products and services than is any other age group. Through this research paper an attempt was made to find out what are the factors which influence the Generation Y while choosing a particular website. The data was collected from students of a B-school. The findings revealed that delivery mode and post purchase experience, safety and security, information quality, and website design were the factors which primarily influenced the decision of Generation Y consumers while considering a particular website for purchasing.