Factors influencing online shopping of undergraduate students at Makerere University

Abstract

The study was carried out at Makerere University. 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 130 respondents and stratified with convenience sampling techniques were applied in selecting the respondents who were included in the sample. The researcher used questionnaires to collect data and data was analyzed using Stata version 15 at univariate and bivariate levels. The study found out that gender influences online shopping behavior among university students since the significance value (0.033) was less than the critical table value (0.05). It also found out that monthly up keep influences online shopping behavior among university students since the significance value (0.000) was less than the critical table value (0.05). Lastly, it found out that trust and online risks was statistically related with online shopping behavior among university students since the significance value (0.036) 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. The research recommended that businesses targeting university students should consider developing gender-specific marketing strategies since gender was found out to significantly affect online shopping. Monthly upkeep was also found to influence online shopping behavior. So, universities and financial institutions are advised to consider offering financial assistance programs or budgeting workshops to students with lower monthly upkeep. Further, the study recommends making online shopping more reliable and trusted. Finally, the study recommended giving discounts to students to motivate them shop online.