Age and Gender as Moderator of Online Purchase Intention: A Comparative Analysis

Abstract

The rapid growth of e-commerce has significantly influenced consumer behavior, making it essential to understand the factors shaping online purchase intentions. This paper explores demographic factors which affecting consumer online purchase intention, using Exploratory and Confirmatory Factor Analysis. The research examines respondents across six administrative divisions of Haryana to analyze the impact of factors such as website design, price offerings, trust, security & privacy, delivery, innovation. The Principal Component Analysis (PCA) with Varimax rotation identified six key factors, followed by Age and Gender. The results highlight the importance of these variables in shaping consumer trust and decision-making in online shopping with respect to demographic factors i.e. Age and Gender. The paper provides important insights for businesses, policymakers, and marketers to enhance consumer experiences, strengthen security measures, and optimize pricing strategies to boost online shopping adoption. Future research can extend the analysis to other demographics and market conditions.