Do Age and Gender Play a Role in Online Search Behaviour: A Study of Online Shoppers
Published: 2017
Author(s) Name: Shivani Nigam, Tejinderpal Singh, Suresh Kumar Chadha |
Author(s) Affiliation: Research Scholar, University Business School, Panjab University, Chandigarh, India.
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Abstract
In this digital era, online shopping has become a trend
these days. Retailers are coming up with their online
stores providing a wide range of product and shoppers
get plentiful information related to the products online.
Shoppers search for the product information on
various online channels like media, social networking
sites, blogs and online reviews etc. Therefore, to
know the online search behaviour of the shoppers,
this study attempts to find out the impact of age and
gender on online search behaviour of online shoppers.
Online search behaviour of shoppers was studied on
two aspects i.e. online search platforms and online
information search. To achieve the objective of the
study, research was conducted on 400 respondents
from Chandigarh, Delhi, Ludhiana and Faridabad.
Respondents were taken from the age group of 18 to
35 both males and females. Data was collected with
the help of self structured questionnaire and to analyze
the data, mean, frequency and t-test were used with
the help of SPSS 16. Results revealed that age and
gender has a significant impact on online search
platforms especially on search options on retailers
website. In terms of reliability, gender has a significant
impact on online information sources mainly on online
reviews on third partys website. No significant impact
of age was found on online information sources.
Keywords: Online Shopping Behaviour, Online Search Behaviour, Online Search Platforms and Online Information Sources
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