FACTORS INFLUENCING ONLINE SHOPPING INTENTIONS AMONGST BUSINESS ADMINISTRATION UNDERGRADUATES IN ADEKUNLE AJASIN UNIVERSITY, ONDO STATE.
Abstract
This study investigates the factors influencing online shopping intentions among Business Administration undergraduates in Adekunle Ajasin University, Ondo State. With the rapid growth of e-commerce and digital platforms, understanding consumer behavior among university students has become increasingly important. The study adopted a descriptive survey research design. Data were collected using structured questionnaires administered to 200 respondents selected through simple random sampling. Statistical tools such as frequency distribution, mean analysis, and regression analysis were used for data analysis. Findings revealed that perceived ease of use, trust, price competitiveness, convenience, and social influence significantly affect students’ online shopping intentions, while perceived risk negatively influences purchase decisions. The study concludes that improving trust mechanisms and user experience can enhance online shopping participation among undergraduates.
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