FACTORS INFLUENCING ONLINE PURCHASE AMONG STUDENTS OF TERTIARY INSTITUTION BIRNIN KEBBI

Abstract The rapid growth of internet access and e-commerce platforms has significantly transformed the way consumers purchase goods and services, particularly among students in tertiary institutions. This study examined the factors influencing online purchase among students of tertiary institutions in Birnin Kebbi, Kebbi State, Nigeria. The specific objectives were to determine the influence of price, convenience, trust, perceived risk, product quality, payment methods, and internet accessibility on students' online purchasing decisions. A descriptive survey research design was adopted for the study. The target population comprised students from selected tertiary institutions in Birnin Kebbi, while a structured questionnaire was used as the primary instrument for data collection. The collected data were analyzed using descriptive statistics such as frequency counts, percentages, mean scores, and standard deviation, while inferential statistics were employed to test the study hypotheses at a 0.05 level of significance. The findings revealed that convenience, competitive pricing, product availability, and ease of accessing online shopping platforms were among the major factors motivating students to shop online. However, concerns about online fraud, poor product quality, delayed delivery, and lack of trust in some online vendors negatively influenced their purchasing decisions. The study also found that secure payment systems and positive customer reviews significantly increased students' confidence in making online purchases. Based on the findings, the study concluded that while online shopping has become increasingly popular among tertiary institution students in Birnin Kebbi, several economic, technological, and psychological factors determine their purchasing behaviour. The study recommends that online retailers should strengthen security measures, improve product quality assurance, ensure timely delivery services, and provide transparent return policies to enhance customer trust and satisfaction. It also recommends increased awareness campaigns on safe online shopping practices to help students make informed purchasing decisions.