Influence of Internet Adoption on Online Purchase of Senior Citizens With Special Reference To Mumbai Post Pandemic

The Pandemic of Covid -19 has led to an upsurge in the adoption of Internet technologies due to the lockdown and new normal norms. People had to adjust to the ways of new life and Senior Citizens were not left behind. Despite the fact that digital medium has changed lives and made the exchange easy, Senior citizens are still searching for a solution for the easy use of it. As per the Government of India 2017, Senior Citizens in India contributes to 10% of the population which is expected to grow by 20 % by 2050. This emerging population is looking for convenience and acceptance of certain new trends. The sampling age was defined between 60-75 yrs. Data was collected through focus group discussions in the online medium and online questionnaires were also floated. A total of 70 cases were collected out of 100 cases. Literature review has helped to establish hypothesis, regression analysis was used to check the factors that were affecting Internet adoption leading to online purchase. The factors which were identified are ease, usefulness ,attitude and trust .Cronbach’s alpha was used to check the reliability . This paper can be considered as steppingstone for further research in field of technology adoption and can provide immense help to both society and the corporates in understanding a new segment which is emerging today for innovation and sustainability.