Factors influencing online shopping behavior of university students

AbstractThis article is focused on examining the factors that influence the online shopping behaviour of university students. A very less studies, have been carried out which explicitly addressed the impact of gender, locality, year of study and stream of students on the factors influencing online shopping. Using exploratory factor analysis and non-parametric testing tools, the present study examines gender, locality, stream, and year of study differences across the four factors. The empirical study demonstrate that among four factors some have significant differences with the factors named as security & description, convenience, captivating and promotion. The results also show that stream of students have no significant difference with four factors.

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