MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

Factors That Impact Online Buying Behavior Among Higher Education Institution Students: A Case Study of College Students in Chennai in Tamil Nadu

  1. K Ashokkumar

Abstract

Online shopping is linked to the buyer ‘s personality. However, it was not established whether online shopping is safe or not. It was also not established whether people shop online because of influencers.  Price, accessibility, usability, the influence of social media, and customer confidence are all crucial factors that are closely analysed to see how they affect the dynamics of evolving online purchasing. This study attempt made to assess the Factors that impact online buying behavior among college students: A case study of college students in Chennai in Tamil Nadu.  According to the regression analysis psychological factors had a significant association with online buying behavior. Psychological considerations explain 6.9% of college students' internet purchasing behaviour. A one-unit increase in psychological factors improves online buying behavior by 0.14 units. In addition, when shopping online the buyer might not receive the product ordered online as ordered. It was however not conclusive whether online purchasing process takes too long (has to many steps). According to the regression analysis perceived risk of online shopping had a significant relationship with online behavior. Perceived risk of online shopping accounted for 9.7% of online shopping behavior. One-unit increase in perceived risks of online shopping causes a decline in online buying behavior by 0.219 units. The purpose of the research is to give a thorough understanding of factors that impact students buying behaviour in the e-commerce revolution.  
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