Factors Influencing Buying Intentions of University Students in Mauritius Toward Online Shopping

Mridula Gungaphul () and Mookhuldev Mangra ()
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Mridula Gungaphul: Faculty of Law Management, University of Mauritius, Mauritius
Mookhuldev Mangra: Faculty of Law Management, University of Mauritius, Mauritius

Marketing and Branding Research, 2024, vol. 11, issue 1, 12-26

Abstract: This paper identifies the factors influencing the buying intentions of university students in Mauritius towards online shopping, and a model has been proposed accordingly. To assess the relationship between the determinants of online shopping and online shopping intention, four independent variables, i.e., Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), derived from the Technology Acceptance Model as well as two additional factors, Perceived Transaction Security (PTS), Perceived Trust (PT) were used. The dependent variable was Online Shopping Intention (OSI). Data was collected through an online survey at the University of Mauritius comprising 372 students. The results showed a positive correlation between the four independent variables, with PT having the strongest positive rho value of 0.720. The findings indicated valuable information for online retailers as these will enable them to enhance their online platforms and websites, thus enriching the online customer shopping experience. Furthermore, this study contributes to the literature on the relationship between the four determinants and online shopping intention in developing and small island economies.

Keywords: Online Shopping; Buying Intention; Perceived Usefulness; Perceived Ease of Use; Perceived Transaction Security; Perceived Trust (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:11:y:2024:p:12-26

DOI: 10.32038/mbr.2024.11.01.02

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