2024
DOI: 10.4018/979-8-3693-4453-8.ch007
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Assessment of Male Millennial Digital Purchase Intent With Regard to Online Fashion

Amita Venkatesh,
P. Aruna

Abstract: There has been a tremendous growth in the number of people opting for online purchases in recent years especially among the tech savvy millennials not just in tier 1 city by also in tier 2 and 3 cities of Karnataka, Reasons for such a massive growth can be a result of several benefits offered by online shopping such as convenience, time-saving, reduces time and cost of travelling and avoiding traffic chaos in metro cities and so on. Also, we can observe from previous studies that online shopping is widely pref… Show more

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