Determinants of online shopping among university students in Uganda: a case study of Makerere University
Atahu, Godfrey Ohucholi
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This study sought to identify the determinants of online shopping among university students in Uganda. The survey involved a sample of 200 Makerere university students. The statistical technique used was multiple logistic regression and Pearson correlation coefficient for the analysis. The results indicated that out of the 200 respondents 80% have had online shopping and 53% of the respondents were Male students, the average age of the students was 23.5 years and they average income was 588,490.7 Ugandan shillings. Also 77% of the respondents were from university education students,12.5 were from certificate level and 10.5% were diploma students. The study also indicated that 83% of the respondents think of risk associated with online shopping, 86% of the respondents agreed that transaction cost affects students’ online shopping, and 88% agreed that firm reputation has an impact on online shopping. Finally, the results also showed that perceived risk(p=0.006), transaction cost associated with online shopping(p=0.034), and firm reputation(p=0.022) had a positive significant effect on students’ online shopping The study recommends online sellers to make online shopping efficient, This can be done through educating students about the risk associated with online shopping. online sellers should make online shopping less costly by creating platforms for shopping specifically for students to give discounts and other competitive deals to students. Also, the government and telecommunication companies such as MTN and AIRTEL can reduce taxation on mobile money transaction since most online transactions are done using mobile money. Online retailers should Improve performance of delivery, and verification of orders and transactions, and also look into the prospect of call centers which could guarantee that the customer gets a chance to officially interact with the other party before the actual purchase. It also recommends future studies to employ additional determining factors such as the type of product/service, convenience, and even geographic factors as influential to students’ online purchasing behavior and attitude towards online shopping. And also look at factors affecting consumers’ intention to use the various types of online shopping venues.