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Author(s): Chioma Ifeoma Agbasimelo (Ph.D.), Francisca Chisom Ugoji.

Volume/Issue: Volume 4 , Issue 4 (2024)

Abstract:

The proliferation of the internet has revolutionized consumer behaviour, particularly among university students who are increasingly embracing online shopping for its convenience and accessibility. This study investigates the attitudes of undergraduates at Nnamdi Azikiwe University, Awka, Anambra State towards online shopping, with a focus on understanding the factors influencing their behaviors. The objectives include exploring the level of trust and perceived security in online shopping among students, and identifying socio demographic variables such as age and gender that shape their attitudes and behaviors. Employing a descriptive survey design, data was collected from a representative sample of 386 undergraduate students using structured questionnaires. The study period spanned one academic semester to capture a comprehensive view across various faculties and departments. The findings reveal a robust acceptance of online shopping among the university students, underscored by a high level of trust and perceived security in online payment systems. Statistical analyses, including correlation and regression models, highlight significant positive relationships between attitudes towards online shopping, age, and gender. Age and gender emerge as pivotal predictors, explaining a substantial portion of the variance in attitudes towards online shopping. Specifically, gender demonstrates a stronger influence than age on shaping these attitudes. The study's implications extend to recommendations for enhancing online security measures and developing targeted marketing strategies tailored to the diverse socio demographic profiles of university students.

Keywords:

Attitude, Online shopping, Internet, Consumer behaviour, Undergraduates.

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