A study on generation Y attitude towards online shopping

Online shopping is becoming more popular nowadays with the increase of the usage of the internet. Since the emergence of the World Wide Web, merchants have sought to sell their products to people who surf the internet. Although online shopping is popular, customer who used online medium to buy things still remains poor. Understanding what customer need for online shopping has become a huge challenge to online seller nowadays. Online seller need to understand customer perception towards online shopping, make improvement in critical factor that influence customer to shop online and working on factor that affect the behavioural intention for customer to shop online whish as a result, the seller can gain the competitive edge over others seller. Therefore, this study has mainly focused on the generation Y attitude towards online shopping. It is with these concerns that this study tries to determine the factors explaining online purchasing behaviour. Understanding well the factors influencing online purchasing would allow firms the possibility to adjusting or making some improvement on their strategies to finally attract most of their potential consumers and profit most from the opportunities by using the internet and online shopping.