The effect of university students attitudes towards online shopping on shopping experience and repurchase behavior

Abstract

Consumer internet behavior is one of the most recent and eye-catching elements of marketing. Researchers and practitioners must identify trends that influence people's attitudes regarding new internet buying. As a result, the purpose of this study is to put the theoretical model to the test by analyzing the link between attitudes, shopping experience, and re-purchasing behavior in relation to online shopping from the perspective of the persons in this study. The research data were gathered from 379 university students who were chosen using the simple sampling approach while studying at the institution. The first section of the questionnaire is made up of questions that assess personal information. In the second part, online attitude to buying scale, in the third part, the expressions that assess the purchasing behavior and shopping experience are offered. In accordance with the core methodological principles of structural equality modeling, data were evaluated in two stages as a measurement and structural model. The measuring model produced valid and dependable data. When the structural model analysis findings were examined, it was shown that attitude toward online buying had a substantial influence on shopping experience. Furthermore, it has been discovered that the shopping experience has a direct impact on buying behavior. The research data contributes considerably to the literature on the shopping experience of persons' attitudes regarding internet shopping.