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.

在过去的10到15年中，互联网的发展为市场空间创造了足够的空间。这种业务运作方式的数字化改革已经产生了重新审视在线平台范围内影响购买意愿的因素的需求。本文提供了在最脆弱的数字原生代（千禧一代）的背景下对市场空间和购买行为设计的理解。从印度千禧一代收集的数据经过回归分析，ANOVA和t-测试。调查结果表明，千禧一代正在合理地使用市场空间，并在购买时出于对隐私的怀疑态度而寻求功能。同样，在设计市场空间时，应牢记其功能，而不是强调市场空间的趣味性。已经设计了市场空间并在外观和感觉上进行了投资的营销人员可能需要激发千禧一代将其视为确定性属性。