Designing the marketspace for millennials: fun, functionality or risk?

Evolution of the internet has generated enough scope for marketspace in the past 10–15 years. This digital reform in the way businesses are conducted has generated a need to reexamine the factors influencing purchase intention in the context of the online platform. This paper provides an understanding of the designing of marketspace and purchase behavior in the context of most vulnerable digital natives—millennials. Data collected from Indian millennials were subjected to regression analysis, ANOVA and t-test. Findings reveal that millennials are using marketspace rationally and seeking functionality in their purchase with skepticism towards privacy. Also, marketspace should be designed keeping in mind its functionality rather than emphasizing on fun element of marketspace. Marketers who have designed their marketspace and invested in look and feel may need to motivate millennials to consider it as a deterministic attribute.