Abstract
Online shopping is gradually becoming more popular across the globe. The current surge in the use of Facebook and other social networking sites has made it draw more attention from the young generation specifically from the students of tertiary level. This study therefore endeavors to identify the factors influencing the attitude of University students’ toward online buying of a number of Universities located in Chittagong, Bangladesh. We attempt to find out whether gender, grade, subject major, perceived safety, website construction, and price and quality of products are potential factors of online buying decision. Data are collected through a structured questionnaire. Pearson correlation and regression technique are used for analyzing the data. The empirical results show that major, perceived safety, website construction, price and quality of products have significant impact on the University students’ attitude towards online purchasing behavior.
Highlights
Online shopping is gradually becoming more popular across the globe
From Table-3, it can be said that gender has no significant impact on attitude towards online buying behavior which implies that gender is not matter in the attitude towards online buying
Failed to reject Failed to reject Rejected Rejected Rejected Rejected Rejected. It can be concluded from the Table-5 that out of 7 hypotheses, 5 hypotheses are rejected, means that out of 7 variables 5 variables have significant impact on attitude towards online buying
Summary
Online shopping is gradually becoming more popular across the globe. Bangladesh is no exception. As a part of e-commerce, online shopping involves the process of searching and getting the information of products and subsequently buying the desired products. This virtual mechanism affects the purchasing behavior of customers and theirs taste and preferences. This study has given concentration on a sample of University students to explore the determinants affecting the online buying behavior. Apart from identification of the factors influencing the buying behavior of University students, the study will give some recommendations so that online marketers can meet up customers’ requirements by reshaping the products though incorporation of new features as and when necessary.
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