What Motivates Young Technology-Literate Consumers in Densely Populated Areas?

Abstract

In this chapter, the authors analyze the cultural, technological, and psychological factors that influence online young technology-literate consumer behavior in a densely populated urban area. This chapter starts with a literature review of factors that can explain the online behavior of people from various demographic and cultural backgrounds including education, occupation, income level, gender, ethnicity, and age (as a control). The authors also reviewed several empirical studies that examine online consumer behavior in India, where the population is the second highest in the world and a leader in global technology services. The purpose of the study is to develop a multi-cultural model that could predict the emerging shopping pattern of young and highly connected consumers in the high technology use metropolitan area, specifically in Northern India. The results can be used to generalize other online consumer behavior in other similar highly populated communities where internet technology use is high.