Factors Influencing Online Buying Behavior of College Students: A Qualitative Analysis
Факторы, влияющие на поведение студентов колледжей при совершении покупок в интернете: качественный анализ
2016-01-04
SCID: 54.1/ujebdn7w
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College studentsDepth interviewsOnline buying behaviorOnline shopping factorsQualitative content analysis
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Abstract (AI)
Online retailing in India has shown tremendous growth in the recent years. However as compared to the other countries leading in online retailing, India is still in its initial stage of development. The purpose of this study was to explore the factors influencing the online buying behavior of the college students. Convenience sampling method was used to select the sample of 25 college students and qualitative content analysis was used for analyzing the textual content of the depth interview data. The main influencing factors for online shopping were identified as availability, low price, promotions, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness, trust and variety seeking.
Key Findings
1
Eleven factors influenced students’ online shopping: availability, low price, promotions, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness, trust, and variety seeking.
2
Students’ purchasing behavior was shaped by both practical considerations, such as price and convenience, and psychological factors, including attitude and trust.
3
The findings characterize Indian online retailing as rapidly growing but still at an early developmental stage compared with leading countries.
4
The study qualitatively examined online buying behavior among 25 college students in India using depth interviews and content analysis.
Research Object
online buying behavior of college students in India
Research Subject
factors influencing this behavior, including availability, low price, promotions, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness, trust, and variety seeking
Publication Details
Publication Date
2016-01-04
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