Published Paper Details:

In the internet shopping scenario, buyer behaviour is affected by a plethora of factors, including buyer trust, privacy concerns and perceived risk. Online retail (e-retail) is quite evidently growing at a fast pace, and the degree of online purchase is humongous. However due to complex market scenario intense competition and ever-changing consumer dynamics, sustainability is sceptical. Hence e-tailers are extremely focused on the loyalty aspect of buyers. Thus, it is pivotal for marketers to identify those factors that foster e-retail patronage behaviour amongst online buyers, specifically generation Z. Demographically more than 50% of India's population is below the age of 25. Therefore, the study is focused on individuals belonging to that age group. The objective of this research is to explore those factors of an e-retail stores that are pivotal in developing a sense of loyalty among Generation Z consumers. This study explores the patronage behaviour of Generation Z consumers by focusing on three key variables: e-store atmospherics, e-service quality, and e-merchandise, in relation to their patronage intentions. Data was gathered through a structured questionnaire. The findings identified additional significant factors influencing patronage behaviour. The outcome revealed that e-merchandise showed a negative association with e-patronage intentions, whereas both e-service quality and e-store atmospherics were found to have a positive impact on Generation Z's online patronage behaviour.