Exploring the Influence of Consumer Demographics on Online Purchase Benefits

Abstract

The purpose of the study is to explore the influence of sociodemographic variables (gender & age) on consumers’ perception towards online shopping. The article specifically focuses on purchase benefit that has been categorized into three dimensions such as convenience, interactivity and enjoyment, which are associated with demand management of an Indian consumer. The study has adopted survey by questionnaire method for data collection from online shoppers. Quota sampling technique was used for data collection from 660 e-consumers. Data analysis and hypotheses testing were performed through descriptive (mean, percentage and standard deviation) and comparative statistics (Z-test and one-way ANOVA). Analysis revealed that gender does not have any influence on the purchase benefit variables; however, the significant mean difference was observed between ‘Below 20’ and ‘21–30’ years age groups for convenience and interactivity only. The findings of the current study will be helpful to web store executives in building marketing capabilities and demand management strategies for different age groups. The study has a unique contribution of filling the knowledge gaps in the existing literature by statistically evaluating the role of less-studied sociodemographic variables, that is, age and gender on the consumers’ intention towards purchase benefits associated with online shopping.