Influence of E-Market in Digital Era among Millennials

Authors

  • Ms. Priyanka Chandrakar, Ms. Deepika

Abstract

In recent times the purchase decision at the store shelf has been replaced by online websites and selections. With the rise of e market, e shopping and most importantly the increment of millennials being influence by these in digital era. In this paper Convenience, Retailing Value Chain, Price Search and Evaluation Intentions are the parameters we have taken to measure the influence of these on the e market influence on millennials. The analysis has been done by using a tool made of this research and then after checking its reliability we have used Multiple Linear Regression for the analysis and to find the significance of these variable on dependent variable. The results show that there is significant influence of two of the three variables chosen and hence it’s important to consider two (Retailing Value Chain, Price Search and Evaluation Intentions) of them while trying to have influence shown online. 

Published

2020-11-01

Issue

Section

Articles