Influence Of Online Apps In Increased Consumption Among Customers/ Youth

Abstract

   This paper aims to examine the subject of this research – the effect of online shopping applications on the overconsumption of young people with corresponding buying behaviours, psychological and social factors, the effect of such advertising as targeted advertising and individual recommendations. In this respect, the study adopts a descriptive research approach to gather data from 261 respondents aged 18-30 using a convenient online survey conducted in the region of Kerala. In this case, stratified random sampling ensured that all the participants are sampled in each age category and geographical region. Thus, ANOVA and Friedman tests were used to  analyse the variables. From the results, it can be ascertained that the youth are influenced a lot by apps involved in online shopping and perceptions of convenience, trust and satisfaction across educational background are metamorphosed. Related to this, psychological and social factors such as peer pressure concern, stress, and social media advertisements also help in controlling consumption whereas consumers having different employment statuses also show some variation in that regard. Among the analysed variables, consumption related to targeted advertising and suggestion of concrete products have been identified as playing a major role in influencing overall consumption; Further, consumers’ satisfaction with the ads has been described as most decisive. Some of these features include the fact that the study involves a particular region/area and particular group while others may disagree. Also, data collected using self-reporting may also have biases. Nevertheless, it offers insights to marketers and app developer to market specific strategies according to the needs and wants of young consumers focusing on the educational and employment setting influencing their online shopping.