ONLINE SHOPPING AND BUYING INTENTIONS OF UNIVERSITY OF BENIN STUDENTS

ABSTRACT

This study investigated the effect of online shopping and buying intentions of University of Benin Students. Data were primarily sourced through the administration of research questionnaire. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed that: there is significant relationship between the quality of product information and buying intentions of University of Benin Students; the time taken for the online buying process has a significant impact on buying intentions of University of Benin Students; there is no significant relationship between the perceived quality of products sold online and buying intentions of University of Benin Students; the design of the online shopping website has no significant impact on buying intentions of University of Benin Students; and the perceived security of the online shopping platform does not have significant effect on buying intentions of University of Benin Students. Based on these findings, it was recommended that: online retailers should focus on providing comprehensive, accurate, and easily understandable product descriptions; retailers should consider simplifying the checkout process, reducing the number of steps required to complete a purchase, and ensuring that the website loads quickly and is responsive; retailers might want to concentrate their efforts on other areas that could enhance user experience and trust; retailers should perhaps not invest heavily in overhauling website design but should ensure that the site remains easy to navigate, is aesthetically pleasing, and functions well on both desktop and mobile platforms; and t may be beneficial to focus on communicating existing security measures more effectively rather than investing heavily in new security technologies.