Factors influencing online shopping among university students: a case study of Makerere University Main Campus Students

Abstract

The study was carried out at Makerere University Kampala City. The objective of the study was to find out the factors influencing online shopping behavior among University students of Makerere University. The research methodology for the study was descriptive cross-sectional research design. The sample size was 100 respondents and both stratified and simple random sampling techniques were applied in selecting the respondents who were included in the sample. The researcher used questionnaires to collect data and data was analysed using SPSS version 25 and Stata version 15 at univariate, bivariate and multivariate levels. The study found out that gender does not influence online shopping behaviour among University students since the significance value (0.421) was greater than the critical table value (0.05). It also found out that monthly up keep influences online shopping behaviour among University students since the significance value (0.013) was less than the critical table value (0.05). It also found out that trust and online risks was statistically related with online shopping behaviour among University students since the significance value (0.000) was less than the critical table value (0.05) and students are willing to purchase online when they perceive the transaction to be less risk. It also found out that privacy and security of products/services influences online shopping behaviour among University students since the significance value (0.000) was less than the critical table value (0.05). Using logistic regression model, the study found out that online shopping behavior was statistically influenced by trust and online risk and privacy and security. The study recommended that further studies should be undertaken on similar study while considering other areas where such study has not been carried out in order to come up with general conclusions on online shopping.