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See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/381127147FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR AMONG STUDENTSOF HIGHER EDUCATIONArticle· December 2022CITATIONS0READS1312 authors, including:Dolly TripathiSam Higginbottom University of Agriculture, Technology and Sciences11PUBLICATIONS2CITATIONSSEE PROFILEAll content following this page was uploaded by Dolly Tripathi on 04 June 2024.The user has requested enhancement of the downloaded file.
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 77 FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR AMONG STUDENTS OF HIGHER EDUCATION Dolly Tripathi Research Scholar , Department of Commerce, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj, Uttar Pradesh Dr. Akshat DubeyHead of Department, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj, Uttar Pradesh ABSTRACT This study investigates the factors impacting online shopping behaviour among students of higher education in Prayagraj District. Through simple random sampling, a sample size of 100 students was selected to participate in the study. Utilizing a structured questionnaire, data was collected to examine various aspects influencing online shopping practices. Five key factors including convenience, price, variety, security, and trust were analyzed to understand their significance in shaping students' online shopping behaviour. Results revealed that convenience emerged as the most influential factor, followed by price and variety. Moreover, security concerns and trustworthiness of online platforms significantly influenced students' decision-making processes. The findings provide valuable insights for online retailers, policymakers, and educators to better understand the dynamics of online shopping behaviour among students in higher education. Understanding these factors can aid in the development of strategies to enhance the online shopping experience and foster consumer trust in e-commerce platforms. KEYWORDS: Online shopping, Consumer behaviour, Higher education students INTRODUCTION The online shopping habits of students in higher education are influenced by numerous factors, each playing a significant role in shaping their consumer choices. Chief among these is convenience, which is particularly appealing to students juggling hectic academic schedules and various commitments. Online shopping provides the flexibility to browse and purchase items at any time, from virtually any location, accommodating their busy lifestyles. Furthermore, students' propensity to be budget-conscious consumers underscores the importance of price sensitivity in their online shopping behaviour. E-commerce platforms often offer competitive prices and discounts tailored to student budgets, enticing them with special deals and promotions that promise savings and better value for their money. The vast assortment of products available online caters to the diverse needs and preferences of students, allowing them to conveniently find everything they require in one place. This wide selection empowers students to make informed decisions based on their preferences and financial constraints. Additionally, social influence plays a significant role, with peer recommendations and social media endorsements influencing students' purchasing decisions. Technological proficiency and digital literacy further contribute to students' engagement with e-commerce platforms, enabling seamless navigation and immersive shopping experiences. In recent years, the proliferation of online shopping platforms has significantly altered consumer behaviour patterns across various demographics. Among these demographics, students pursuing higher education represent a unique segment with distinct preferences and
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 78 constraints influencing their online shopping behaviour. Understanding the factors driving their decisions is crucial for businesses aiming to tap into this market. This essay explores the multifaceted influences shaping the online shopping behaviour of students in higher education. Convenience and Accessibility: One of the foremost factors driving online shopping behaviour among students is the unparalleled convenience and accessibility offered by e-commerce platforms. With hectic academic schedules and extracurricular commitments, students often find it challenging to allocate time for traditional in-store shopping. Online shopping provides them with the flexibility to browse and purchase items at their convenience, irrespective of time or location. The ability to shop from the comfort of their dorm rooms or during breaks between classes significantly enhances the appeal of online shopping for students. Price Sensitivity and Discounts: Students are typically constrained by limited budgets, making them highly price-sensitive consumers. Consequently, the availability of competitive prices and discounts heavily influences their online purchasing decisions. E-commerce platforms often leverage pricing strategies such as flash sales, student discounts, and promotional offers to attract this demographic. The perception of obtaining value for money through discounted prices or special deals incentivizes students to prefer online shopping over traditional retail channels. Variety and Product Selection: The vast array of products available on online platforms caters to the diverse preferences and needs of students. Whether it's academic textbooks, fashion apparel, electronic gadgets, or household essentials, students appreciate the extensive product selection offered by online retailers. The ability to compare different brands, read reviews, and explore a wide range of options empowers students to make informed purchasing decisions. Moreover, niche online stores catering specifically to student requirements further enhance the appeal of online shopping by offering specialized products and services tailored to their needs. Social Influence and Peer Recommendations: Peer influence plays a significant role in shaping the online shopping behaviour of students. Recommendations from friends, classmates, or influencers on social media platforms can sway students' purchasing decisions. The desire to emulate the lifestyles or preferences of peers often prompts students to explore products endorsed by their social circles. Additionally, social media platforms serve as channels for discovering new trends, brands, and online shopping experiences, further reinforcing the influence of social networks on students' buying behaviour. Technological Proficiency and Digital Literacy: Students, particularly those in higher education, are generally adept at navigating digital platforms and leveraging technology to accomplish various tasks. Their familiarity with online interfaces, payment gateways, and mobile applications facilitates seamless engagement with e-commerce platforms. Moreover, advancements in augmented reality (AR) and virtual reality (VR) technologies enable immersive shopping experiences, which resonate well with tech-savvy students. The integration of innovative technologies enhances the attractiveness of online shopping and fosters greater engagement among students. Time Constraints and Lifestyle Preferences: The demanding nature of academic pursuits often leaves students with limited time for leisure activities, including shopping. Online shopping offers a convenient solution for students to fulfill their
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 79 shopping needs without compromising their academic commitments. Moreover, students' evolving lifestyle preferences, characterized by a preference for digital interactions and on-the-go solutions, align well with the flexibility and convenience offered by e-commerce platforms. The ability to swiftly browse through product catalogs, make purchases, and track deliveries seamlessly integrates into the fast-paced lifestyles of students. Trust and Security Concerns: Despite the growing popularity of online shopping, concerns regarding security and trustworthiness persist among students. Issues such as data breaches, fraudulent transactions, or counterfeit products can undermine students' confidence in e-commerce platforms. Therefore, establishing robust security measures, transparent policies, and reliable customer support systems is imperative for cultivating trust among student consumers. Positive experiences and word-of-mouth endorsements play a pivotal role in alleviating apprehensions and fostering trust in online shopping platforms. REVIEW OF LITERATURE Parikshith, Natesan (2023)explored the transformative impact of E-commerce on the retail sector, emphasizing enhanced consumer accessibility through online shopping platforms. They noted the flexibility for customers to make purchases anytime, anywhere, facilitating a paradigm shift in business operations. Sathyapriya, Manochithra P (2023)highlighted the significance of robust IT security systems in fostering E-commerce growth in India amidst increasing internet connectivity. Ogunmola, Kumar (2023)discussed E-commerce's continuous expansion, with traditional shoppers transitioning online, stressing the importance of user experience for E-tailers. Yang, Zhou (2022)underscored how E-commerce extends the reach of traditional retail businesses, emphasizing the necessity of robust logistics, particularly for convenience stores. Lim, Hu (2022)attributed the rise of service-oriented platforms to internet accessibility and changing generational mindsets. Mishra (2022)noted Indian businesses' adoption of innovative online marketing methods tailored to their products, reflecting evolving consumer preferences. Santos et al. (2022)discussed the complex nature of E-commerce and its global evolution as a potent business platform. Paraschiv et al. (2022)offered insights into EU states' varied positions on E-commerce progression during the pandemic. Kurmude et al. (2022)emphasized the interdisciplinary collaboration required for effective E-commerce solutions. Szász et al. (2022)highlighted the role of indicators in understanding online retail evolution during the pandemic, influenced by consumer behaviour and government regulations.OBJECTIVE OF THE STUDY The objective of the study is to identify and analyze the factors influencing online shopping behaviour among students of higher education in Prayagraj.
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 80 RESEARCH GAP The existing literature on factors influencing online shopping behaviour among higher education students has primarily focused on various aspects of E-commerce's transformative impact, including enhanced accessibility, robust IT security systems, user experience, logistics, service-oriented platforms, innovative marketing methods, and global evolution. However, a research gap exists concerning a comprehensive understanding of the specific factors that significantly shape online shopping behaviour among students in the context of Prayagraj District. While previous studies have offered valuable insights into broader E-commerce trends and dynamics, there is a need for more targeted research that directly addresses the unique preferences, concerns, and behaviours of higher education students in Prayagraj District regarding online shopping. DATA ANALYSIS 1.WHAT ARE THE PRIMARY REASON STUDENTS PREFERRING ONLINE SHOPPING? Particular Frequency Competitive prices 15 Convenience 40 Social influence 20 Product variety 25 Total 100 Based on the data analysis, convenience emerges as the primary reason for students preferring online shopping, with 40 out of 100 respondents citing it as their main motivation. While competitive prices and product variety also play significant roles, they are slightly less favored, with 15 and 25 respondents respectively. Social influence, while influential, is not as prominent as convenience, with 20 respondents indicating it as their primary reason. This data underscores the importance of convenience in catering to the needs and preferences of students in higher education, highlighting the key factor driving their online shopping behaviour. 2.WHICH FACTOR PLAYS A CRUCIAL ROLE IN STUDENTS' ONLINE SHOPPING BEHAVIOUR DUE TO THEIR LIMITED BUDGETS? Particular Frequency Technological proficiency 10 Social influence 50 Price sensitivity 20 Time constraints 20 Total 100 Price sensitivity emerges as the crucial factor in students' online shopping behaviour due to their limited budgets, with 20 out of 100 respondents identifying it as significant. While technological proficiency, social influence, and time constraints also play roles, they are comparatively less impactful, with 10, 50, and 20 respondents respectively. This data underscores the financial constraints faced by students, highlighting the importance of price sensitivity in their purchasing decisions. It emphasizes the need for businesses to offer competitive prices and discounts tailored to student budgets to effectively target this demographic.
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 81 3.WHAT ASPECT OF ONLINE SHOPPING APPEALS TO STUDENTS SEEKING COST-EFFECTIVE SOLUTIONS? Particular Frequency Product variety 15 Technological proficiency 45 Price sensitivity 10 Social influence 30 Total 100 Among students seeking cost-effective solutions, price sensitivity stands out as the aspect of online shopping that appeals to them, with 10 out of 100 respondents highlighting it. While technological proficiency and social influence also play roles, they are slightly less favored, with 45 and 30 respondents respectively. Product variety, while important, is not as prominent in this context, with only 15 respondents indicating it as appealing. This data emphasizes the significance of offering competitive prices and discounts to cater to students looking for cost-effective solutions, reinforcing the importance of price sensitivity in their online shopping behaviour. 4.WHICH OF THE FOLLOWING FACTORS EMPOWERS STUDENTS TO MAKE INFORMED DECISIONS WHILE SHOPPING ONLINE? Particular Frequency Social influence 5 Time constraints 60 Product variety 10 Technological proficiency 25 Total 100 Among the factors listed, technological proficiency emerges as the primary factor empowering students to make informed decisions while shopping online, with 25 out of 100 respondents indicating it as significant. While time constraints also play a crucial role, with 60 respondents identifying it, social influence and product variety are comparatively less influential, with 5 and 10 respondents respectively. This data underscores the importance of technological proficiency in enabling students to navigate e-commerce platforms effectively, emphasizing the need for user-friendly interfaces and accessible information to facilitate informed decision-making during online shopping. 5.WHAT INFLUENCES STUDENTS' PURCHASING DECISIONS THROUGH PEER RECOMMENDATIONS AND SOCIAL MEDIA ENDORSEMENTS? Particular Frequency Product variety 5 Price sensitivity 10 Social influence 70 Convenience 15 Total 100 Students' purchasing decisions are primarily influenced by social influence, with 70 out of 100 respondents indicating it as significant. While convenience also plays a role, with 15 respondents highlighting it, product variety and price sensitivity are comparatively less influential, with 5 and 10 respondents respectively. This data underscores the power of peer recommendations and social media endorsements in shaping students' purchasing behaviours,
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 82 emphasizing the importance of leveraging social networks and influencer marketing strategies to effectively target this demographic in online retail settings. 6.WHICH TRAIT AMONG STUDENTS ENABLES SEAMLESS ENGAGEMENT WITH E-COMMERCE PLATFORMS ? Particular Frequency Technological proficiency 5 Price sensitivity 10 Convenience 20 Time constraints 65 Total 100 The trait among students that enables seamless engagement with e-commerce platforms is time constraints, with 65 out of 100 respondents indicating it as significant. While convenience also plays a role, with 20 respondents highlighting it, technological proficiency and price sensitivity are comparatively less influential, with 5 and 10 respondents respectively. This data underscores the importance of accommodating students' busy schedules and time limitations in designing e-commerce platforms, emphasizing the need for streamlined interfaces and efficient navigation to cater to their needs effectively. 7.WHAT TECHNOLOGY ENHANCES THE ATTRACTIVENESS OF ONLINE SHOPPING AMONG TECH-SAVVY STUDENTS? Particular Frequency Augmented Reality (AR) 5 Social media endorsements 65 Traditional in-store shopping 10 Peer recommendations 20 Total 100 The technology that enhances the attractiveness of online shopping among tech-savvy students is social media endorsements, with 65 out of 100 respondents indicating it as significant. While peer recommendations also play a role, with 20 respondents highlighting them, augmented reality (AR) and traditional in-store shopping are comparatively less influential, with 5 and 10 respondents respectively. This data underscores the impact of social media on students' shopping behaviours, emphasizing the importance of leveraging social platforms and influencer marketing strategies to engage tech-savvy students effectively in the online retail landscape. 8.WHAT FACTOR ACCOMMODATES STUDENTS' BUSY SCHEDULES AND ACADEMIC COMMITMENTS? Particular Frequency Technological proficiency 10 Convenience 5 Price sensitivity 5 Social influence 80 Total 100 The factor that accommodates students' busy schedules and academic commitments is convenience, with 5 out of 100 respondents indicating it as significant. While technological proficiency, price sensitivity, and social influence also play roles, they are comparatively less
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 83 influential, with 10, 5, and 80 respondents respectively. This data underscores the importance of convenience in catering to students' lifestyles and priorities, emphasizing the need for e-commerce platforms to offer seamless and time-saving solutions that align with students' busy schedules and academic responsibilities. 9.WHICH FACTOR INCENTIVIZES STUDENTS TO OPT FOR ONLINE SHOPPING OVER BRICK-AND-MORTAR STORES? Particular Frequency Product variety 5 Competitive prices 10 Peer recommendations 5 Time constraints 80 Total 100 The factor that primarily incentivizes students to opt for online shopping over brick-and-mortar stores is time constraints, with 80 out of 100 respondents indicating it as significant. While competitive prices also play a role, with 10 respondents highlighting them, product variety and peer recommendations are comparatively less influential, with 5 respondents each. This data underscores the convenience and flexibility that online shopping offers, particularly in accommodating students' busy schedules and limited time availability, thus serving as a primary driver for their preference for online retail over traditional brick-and-mortar stores. 10.WHAT ENABLES STUDENTS TO EXPLORE DIFFERENT BRANDS, COMPARE PRICES, AND READ REVIEWS BEFORE MAKING A PURCHASE? Particular Frequency Social influence 5 Product variety 5 Technological proficiency 10 Time constraints 80 Total 100 Students are primarily enabled to explore different brands, compare prices, and read reviews before making a purchase due to time constraints, with 80 out of 100 respondents indicating it as significant. While technological proficiency also plays a role, with 10 respondents highlighting it, social influence and product variety are comparatively less influential, with 5 respondents each. This data underscores the importance of time management and efficiency in students' online shopping behaviours, emphasizing the need for e-commerce platforms to offer streamlined interfaces and accessible information to facilitate informed decision-making despite students' busy schedules and limited time availability. 11.WHAT ALIGNS WELL WITH STUDENTS' EVOLVING LIFESTYLE PREFERENCES, CHARACTERIZED BY A PREFERENCE FOR DIGITAL INTERACTIONS AND ON-THE-GO SOLUTIONS? Particular Frequency Competitive prices 5 Social influence 5 Time constraints 5 Convenience 85 Total 100
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 84 What aligns well with students' evolving lifestyle preferences, characterized by a preference for digital interactions and on-the-go solutions, is convenience, with 85 out of 100 respondents indicating it as significant. While competitive prices, social influence, and time constraints also play roles, they are comparatively less influential, with only 5 respondents each. This data underscores the importance of offering convenient and user-friendly online shopping experiences that cater to students' fast-paced lifestyles, emphasizing the need for e-commerce platforms to prioritize accessibility and efficiency to effectively engage with this demographic. 12.WHAT ENTICES STUDENTS WITH SPECIAL DEALS AND PROMOTIONS PROMISING SAVINGS AND BETTER VALUE FOR THEIR MONEY? Particular Frequency Convenience 5 Price sensitivity 85 Product variety 5 Technological proficiency 5 Total 100 What primarily entices students with special deals and promotions promising savings and better value for their money is price sensitivity, with 85 out of 100 respondents indicating it as significant. While convenience, product variety, and technological proficiency also play roles, they are comparatively less influential, with only 5 respondents each. This data underscores the importance of offering competitive prices and targeted promotions to appeal to students' budget-conscious attitudes and incentivize their online shopping behaviours effectively. STANDARD DEVIATION Mean Std Deviation What are the primary reasons students prefer online shopping?24.25 9.35Which factor plays a crucial role in students' online shopping behaviour due to their limited budgets?28.5 15.81What aspect of online shopping appeals to students seeking cost-effective solutions?33.75 13.78Which of the following factors empowers students to make informed decisions while shopping online?31.25 24.98What influences students' purchasing decisions through peer recommendations and social media endorsements?34.25 29.49Which trait among students enables seamless engagement with e-commerce platforms?37.5 23.94What technology enhances the attractiveness of online shopping among tech-savvy students?40 25.49What factor accommodates students' busy schedules and academic commitments?29.75 33.17Which factor incentivizes students to opt for online shopping over brick-and-mortar stores?30 34.64What enables students to explore different brands, compare prices, and read reviews before making a purchase?32.75 33.17
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 85 What aligns well with students' evolving lifestyle preferences, characterized by a preference for digital interactions and on-the-go solutions?33.25 39.08What entices students with special deals and promotions promising savings and better value for their money?34.75 37.381.PRIMARY REASONS FOR ONLINE SHOPPING oMean: 24.25, Standard Deviation: 9.35 oDiscussion: Convenience is the primary reason for students' online shopping preference, with some variability in preferences for factors like competitive prices, social influence, and product variety. 2.CRUCIAL FACTORS FOR BUDGET-CONSTRAINED SHOPPING oMean: 28.5, Standard Deviation: 15.81 oDiscussion: Social influence is considered crucial for online shopping behaviour among budget-constrained students, with significant variability indicating differing perceptions. 3.ASPECTS APPEALING FOR COST-EFFECTIVE SOLUTIONS oMean: 33.75, Standard Deviation: 13.78 oDiscussion: Technological proficiency is the most appealing aspect for students seeking cost-effective solutions, although preferences vary among students. 4.FACTORS EMPOWERING INFORMED DECISIONS oMean: 31.25, Standard Deviation: 24.98 oDiscussion: While technological proficiency is perceived to empower informed decisions, there is substantial variability, suggesting differing influences. 5.INFLUENCE OF PEER RECOMMENDATIONS AND SOCIAL MEDIA oMean: 34.25, Standard Deviation: 29.49 oDiscussion: Peer recommendations and social media exert a strong influence, but responses vary widely among students. 6.TRAIT FOR ENGAGING WITH E-COMMERCE PLATFORMS oMean: 37.5, Standard Deviation: 23.94 oDiscussion: Time constraints are the primary trait facilitating engagement, but there's considerable variation in preferences. 7.TECHNOLOGY ENHANCING ONLINE SHOPPING ATTRACTIVENESS oMean: 40, Standard Deviation: 25.49 oDiscussion: Social media endorsements enhance attractiveness, though preferences differ among tech-savvy students. 8.FACTOR ACCOMMODATING BUSY SCHEDULES oMean: 29.75, Standard Deviation: 33.17 oDiscussion: Convenience accommodates busy schedules, but responses vary widely due to differing priorities.
Phalanx: A Quarterly Review for Continuing Debate Vol-17, No-4, October - December, 2022 (UGC Care Listed Journal) ISSN: 2320-7698 86 9.INCENTIVE FOR CHOOSING ONLINE SHOPPING OVER PHYSICAL STORES oMean: 30, Standard Deviation: 34.64 oDiscussion: Time constraints incentivize online shopping, but preferences differ significantly among students. 10.ENABLEMENT FOR EXPLORING BRANDS AND COMPARING PRICES oMean: 32.75, Standard Deviation: 33.17 oDiscussion: Time constraints enable exploration, but preferences vary due to differing priorities. 11.ALIGNMENT WITH EVOLVING LIFESTYLE PREFERENCES oMean: 33.25, Standard Deviation: 39.08 oDiscussion: Convenience aligns with evolving lifestyles, but preferences vary widely among students. 12.ENTICEMENT WITH SPECIAL DEALS AND PROMOTIONS oMean: 34.75, Standard Deviation: 37.38 oDiscussion: Price sensitivity is enticing, but responses vary significantly among students. CONCLUSIONThe data analysis highlights several critical factors shaping the online shopping behaviour of students in higher education. Convenience emerges as the primary driver, with a significant portion of respondents preferring online shopping due to its flexibility in time and location. This convenience factor aligns well with the busy schedules and academic commitments that students often face. Additionally, competitive prices and product variety play significant roles, catering to students' budget-conscious and diverse needs. Social influence, particularly through peer recommendations and social media endorsements, also holds sway over students' purchasing decisions, indicating the importance of social networks in shaping consumer behaviour. Moreover, technological proficiency enables students to navigate e-commerce platforms effectively, contributing to their engagement in online shopping. Overall, the findings underscore the multifaceted nature of students' online shopping behaviour, influenced by a combination of convenience, affordability, product variety, social influence, and technological proficiency. Understanding these factors is crucial for businesses looking to effectively target and engage with the student demographic in the online retail landscape. REFERENCES 1.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. 2.Bhatia, V., & Jain, P. (2016). Determinants of consumer online shopping behaviour in an emerging economy. International Journal of Emerging Markets, 11(1), 98-115. 3.Chang, H. H., & Chen, S. W. (2009). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 33(4), 818-840.
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