The growth of e-commerce has significantly influenced consumer purchasing behaviour, making product quality an important consideration in online purchase decisions. This study examines the relationship between Quality Orientation and Online Purchase Intention among youth in the Saurashtra Region of Gujarat. Primary data were collected through a structured questionnaire from 600 respondents, of which 517 valid observations were used for the principal relationship analysis. Since the data were not normally distributed, Spearman’s Rank Correlation was employed. The results indicate a moderate positive and statistically significant relationship between Quality Orientation and Online Purchase Intention (ρ = 0.471, p < 0.001, N = 517). The findings suggest that youth who place greater importance on product and service quality tend to have stronger intentions to purchase online.
Makwana, S. & Katira, S. (2026). Quality Orientation and Online Purchase Intention among Youth: Evidence from the Saurashtra Region of Gujarat. International Journal of Advanced Research in Commerce, Management &Amp; Social Science, 09(03(II)), 196–200. https://doi.org/10.62823/IJARCMSS/9.3(II).9367
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