A study on factors influencing online shopping amongst University Students at the School of Statistics and Planning (SSP)

Abstract

In this study, we investigated the online shopping behavior of university students at the School of Statistics and Planning (SSP), aiming to identify the factors influencing the frequency of their online shopping. Our analysis involved 103 SSP students and utilized various methods, including descriptive statistics, correlation analysis, and regression analysis. The primary objective was to understand the relationships between independent variables like convenience, clothing purchases, debit card ownership, gender, enjoyment of online shopping, and mobile payment usage, and the dependent variable representing the frequency of online shopping. Our econometric analysis revealed crucial insights. Firstly, students reporting convenience issues exhibited a positive association with online shopping frequency, indicating that these students were more inclined to engage in online shopping. Secondly, clothing purchases demonstrated a strong positive relationship with online shopping frequency, highlighting the significance of fashionrelated transactions in shaping students' online shopping habits. Conversely, the time taken for delivery in online shopping showed a negative association with frequency, emphasizing the importance of efficient time management in online shopping. Furthermore, owning a debit card played a pivotal role, indicating that students with debit cards were more likely to shop online often. Based on these findings, we offer several recommendations. To harness the positive impact of continence on online shopping frequency, SSP authorities should consider providing resources such as strong and reliable Wi-Fi and support to students dealing with convenience issues, recognizing it as a motivating factor for online shopping. Given the strong link between clothing purchases and online shopping frequency, clothing retailers and online platforms should offer tailored promotions and discounts to attract SSP students engaged in fashion-related online transactions. Efficient delivery management is crucial, and marketers should ensure prompt delivery times to accommodate students' academic and personal commitments. Debit card ownership significantly influences online shopping, suggesting that financial institutions should provide student-oriented debit card packages to enhance convenience.