| dc.description.abstract | The general objective of this study was to determine the factors influencing online buying behavior among the youth around Kampala. The study was guided by three specific objectives, which included, assessing how perceived benefits of online shopping influence online buying behavior among the youth, examining how perceived risks of online shopping influence online buying behavior among the youth, and assessing how psychological factors, influence online buying behavior among youth around Kampala. The study used a descriptive research design and the study population included 100 youths in Kampala. The Pearson chi-square was used to find out the relationship between the shopping behavior and the independent variables.
Findings on the influence of perceived benefits on online buying behavior showed that online shopping is considered to be convenient. It was also shown that online shopping gives facilities for price comparison. However, it was not conclusive whether it is easy to cancel orders when shopping online. Lastly, it was revealed that students preferred shopping on high-quality web pages. According to the analysis perceived benefits of online shopping had a significant association with online shopping behavior with a p-value of 0.0010. Results in terms of the influence of perceived risks of online buying on online behaviors showed that when shopping online personal information may be compromised by a third party. Again, when shopping online it„s hard to judge the quality of the merchandise over the internet. In addition, when shopping online the buyer might not receive the product ordered online as ordered. It was however not conclusive whether the online purchasing process takes too long. According to the analysis perceived risk of online shopping had an insignificant relationship with online behavior with a p-value equaling to 0.6341.
In terms of psychological factors and online buying behavior, results showed that online shopping encourages impulse buying however much it had an insignificant relation with online showing behaviour with a p- value equaling to 0.5231 . According to findings, online shopping is linked to the buyer„s personality. However, it was not established whether online shopping is safe or not. It was also not established whether people shop online because of influencers. According to the analysis psychological factors had an insignificant association with online buying behavior. | en_US |
