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Do Age and Gender Play a Role in Online Search Behaviour: A Study of Online Shoppers

International Journal of Applied Marketing and Management

Volume 2 Issue 2

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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