Evaluating Young Consumers’ Perception of Online Shopping Convenience

Anindita Chakraborty
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Anindita Chakraborty: Faculty of Business Studies, Premier University, Chattogram, Bangladesh.

International Journal of Science and Business, 2024, vol. 32, issue 1, 74-86

Abstract: This study aims to investigate how online shopping convenience affects the behavioral intentions of young consumers. More precisely, this paper looks for e-shopping characteristics that could influence consumer decisions to make purchases online. A sample of 220 responses was collected from students with experience in e-shopping from a renowned private university in Chattagram using a non-probability convenience sampling method through a 5-point Likert scale questionnaire. To evaluate the hypotheses, a multiple regression analysis was conducted using the SPSS 26 software. According to the study, online shopping convenience has a positive correlation with behavioral intentions. This includes transaction and post-purchase convenience, among other dimensions. The study found no significant relationship between ease of access, search, and evaluation convenience with behavioral intention. The findings of the study provide some practical implications on the dimensions of e-retailing that inhibit young consumers from purchasing online and also help online businesses find out the major barriers as well as the ways of overcoming these barriers to provide a highly convenient service in e-shopping to consumers that will build a long-term customer base.

Keywords: Online shopping; Online convenience; Behavioural intention; Young consumers; Perception (search for similar items in EconPapers)
Date: 2024
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