Why generation Y prefers online shopping: a study of young customers of India
The purpose of this research is to identify the relationship among online purchasing behaviour of the customer with customer's personal characteristics, demographic and webographic traits and the web store qualities. This study employs logistic regression and artificial neural networks to predict customer's online purchase behaviour. A comparison has been made between the results obtained by logistic regression and artificial neural networks. The proposed methodology provides a better understanding of the buying behaviour of an online customer. The study uses simple linear logistic regression which may be extended further with nonlinear regression. For a neural network model to be robust enough to produce better results, more training data are required. A new approach has been described to predict the purchase behaviour of online customer based on logistic regression and artificial neural networks which may help the e retailing sites to design the suitable strategies.