Impact of Demographic Profile on the Adoption of Online Shopping

The internet has created a fundamental impact on people’s life by everyday communications and transactions. It is considered the fastest growing mode used for shopping. Internet shopping is also referred to like online shopping or e-shopping. Nowadays, e-shopping is a boon as it saves a lot of time which is being spent on shopping in crowded markets. This growing phenomenon attracts researchers worldwide to investigate the factors affecting the adoption of this new mode of shopping. The paper investigates the literature to find out the impact of demographic characteristics which influence the choice of the shopping channel. In doing so, this paper conducts a systematic review of the literature to identify and analyze the demographic factors that influence customers’ willingness to purchase online. The findings of this review reveal that age, gender, education, occupation, and marital status have an impact on the choice of the shopping channel. The key factor that influences customers’ choice for a shopping channel is age and it leaves a big impact. The younger generations easily adapt innovative ways of shopping like online shopping.