FACTORS AFFECTING UNIVERSITY STUDENTS' ONLINE SHOPPING BEHAVIOUR

Abstract

In comparison to the year 2000, the number of e-commerce publications had nearly tripled by 2020. The goal of this study is to better understand the variables that affect university students' online purchasing decisions. University students' online purchasing decisions are greatly and most strongly influenced by price, thus online retailers and marketing managers need to pay attention. Additionally, Malaysian customers are progressing well in terms of internet buying. According to the R2 value of 74.9 percent, independent factors are more likely to be able to explain dependent variables (online buying behaviour). The online retailer needs to re-evaluate the factors that influence student purchasing decisions, such as perceived usability, convenience, time, trust, and cost. For instance, there was a strong link between all of the independent variables and the dependent variable (online purchasing behaviour). Online shoppers expect a high level of service quality because it is much easier to compare pricing online. The highest standardised beta value, 0.520, indicates that price is the most significant independent variable in online purchasing behaviour.