A Study on the Purchase Intention of Youngsters through E-commerce Platforms

ABSTRACT: This research delves into how young consumers in India are changing their purchasing intentions on e-commerce platforms. Targeting the 18–25 age group, the study looks at key factors that influence their choices, including convenience, digital marketing, price sensitivity, social media impact, trust, and how user-friendly the platforms are. By gathering primary data from 20 respondents through structured questionnaires and backing it up with literature reviews, the findings highlight that ease of use, the influence of peers and social media personalities, and value-for-money are the main drivers of youth behavior in e-commerce. The study emphasizes the need for digital marketers and e-commerce platforms to embrace strategies that resonate with the evolving digital lifestyles and emotional needs of young consumers. Keywords: E-commerce, Youth Consumer Behavior, Purchase Intention, Social Media Marketing, Digital Influence, Online Shopping, India