Analysis of the Consumer Behaviour of University Students towards Online Shopping

Analysis of the Consumer Behaviour of University Students towards Online Shopping Dissertation example
Masters
Dissertation
Marketing
Pages 52 (13052 words)
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Analysis of the Consumer Behaviour of University Students towards Online Shopping Abstract The study aimed to examine the online shopping orientations of university students and the benefits that they perceive from such online transactions. These factors were then studies in relation to their attitudes toward the online shopping process…

Introduction

Only hedonic orientation and convenience were agreed upon by the sample of university students. Thus, these are the drivers of their continued patronage of online shopping. Generally, consumers are attracted by the convenience of online shopping since customers could purchase items without leaving their place. Moreover, canvassing online could be done more efficiently, which enables consumers to make better decisions by purchasing items at the lowest price available. However, security concerns have affected the intentions of consumers to conduct online transactions. Certain consumers would prefer to gather information about a product rather than purchasing it online. Recommendations were then presented based on the gathered outcomes. Chapter 1 Introduction 1.1. Background of the Study Electronic commerce is widely considered to be one of the most fundamental components of Internet usage. Online shopping has also been noted as third of the most popular activities conducted through the Internet, after web browsing and messaging. Online shopping has gained much considerable attention compared to common Internet activities, such as obtaining news or entertainment information (Foucault, and Scheufele 2002). ...
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