E-Commerce Adoption Among Millennials: Analyzing Security, Ease Of Purchase, And Perceived Usefulness In South India

Abstract

This research typically explores how personal awareness of feeling secure (SE), ease of purchase (PE), and perceived usefulness (PU) with respect to online shopping affects attitudes (ATT) toward online purchases and subsequently influences purchase intentions (PIs) among millennial consumers in South India. The data were tested with AMOS, version 23, via the structural equation modeling (SEM) technique, with p values for all the selected variables. The findings indicate that SE, PE and PU significantly influence attitudes and purchase intentions, whereas consumer attitudes influence SE, PE and PU. Online consumer attitudes in their entirety mediate the effects of perceived ease of use and perceived usefulness on purchase intentions. Hence, awareness of security, ease of purchase and usefulness directly affect purchase intentions from consumers. The research will provide extensive information about e-commerce and the providers as a viable idea regarding how to set the layout of a website, the functioning of security, the transaction process of websites, and a comfortable experience to the users so that they can use it with ease. It will also guide them to take adequate safety tips and how to purchase goods from the respective websites without any misuse or discomfort to the consumers. The findings provide insights into online consumer behavior and will help us draw multiple conclusions for further research and practical implications in the e-commerce field.