Age-Based Differences in Factors Influencing Online Shopping Behaviour: An Extended UTAUT2 Perspective

Volume 11, Issue 2, 2026

International Journal of Commerce and Management Studies, ISSN 2456-3684

Paper Title

Author Name and Affiliation

Ashok Kumar

Lecturer, I.G Govt. PG College, Tohana, Haryana, India

Amit Kumar

Lecturer, I.G Govt. PG College, Tohana, Haryana, India

Abstract

This study examines the influence of age on consumers’ perceptions of factors affecting online shopping behaviour in the National Capital Region (NCR) of India. Drawing on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), the study examines the variations in personal innovativeness, utilitarian motivation, price value, subjective norms, effort expectancy, performance expectancy, attitude, self-efficacy, hedonic motivation, habit, and facilitating conditions across different age groups. Data were collected from 800 online shoppers through a structured questionnaire using both online and offline modes. One-way ANOVA was employed to analyse age-based variations among respondents. The findings reveal significant differences across age groups for all examined factors. Consumers aged 36–45 years showed higher concern for utilitarian motivation and facilitating conditions, while younger consumers (16–25 years) emphasized effort expectancy and performance expectancy. The study provides valuable insights for e-retailers to develop age-specific marketing strategies and enhance online shopping experiences.

Keywords

Online Shopping Behaviour; Consumer Behaviour; E-Retailing; UTAUT2; Consumer Behaviour

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DOI

DOI: 10.67061/ijcams.2026.vol.11.issue.02.4080

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