What factors influence the millennial generation's online purchase intentions in general and in particular from small and medium-sized enterprises selling premium products in a B2C e-commerce environment in Scotland?

Abstract

Introduction (part): The following research aims to investigate factors influencing the millennial generation's purchase intentions online in general and if they were to buy from an unfamiliar retailer. The study will begin with the context of the research area and the main concepts which are being investigated. It will then proceed to chapter 2 which will feature a thematically organised review of relevant literature on the topic of online purchasing, consumer attitude theory and models analysing consumer behaviour. It will focus on the studies of prominent theorists on the topic and will also aim to identify gaps in knowledge that could be fulfilled by this research study.