Online Buying Behaviour of UK University Students

Edghiem, F ORCID: https://orcid.org/0000-0001-9755-7435, Shrief, M and De La Silva, S (2023) Online Buying Behaviour of UK University Students. In: ICACTCE'23 — The International Conference on Advances in Communication Technology and Computer Engineering, 24 February 2023 - 25 February 2023, Bolton, United Kingdom.

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Abstract

Using a quantitative approach, the study is an attempt to comprehend the online buying behaviour of university located in northwest, Greater Manchester, UK students after the COVID-19 pandemic. 93 students were surveyed through questionnaires and seven in-depth interviews were conducted to collect data in relation to purchasing habits, behaviour and preferences of the students. The study revealed male students were more inclined towards online shopping than female students. In terms of frequency, it was noted that the number of times the respondents shopped and the time spent on shopping was more in the case of female respondents as compared to the male students. The study also identified reasons for shopping online and timesaving and convenience emerged as the most prominent reasons among the respondents. The study contributes to the existing literature on online buying behaviour of University students. It can assist marketers develop the strategies to increase their sales by enhancing the shopping experience of their prospective buyers. In addition, the study can serve as a basis to understand the buying behaviour through the aspects of economic, social, political, anthropological, etc. The use of quantitative method in the study enabled identifying the factors that have a significant impact on the online buying behaviour of consumers and the same can be used by strategists and companies to increase their profitability in the long run.