Determinants of online purchasing decision among university students

Abstract

Information and Communication Technology (ICT) has led to the uptake of online purchasing which has become widespread among netizens. This study was undertaken to identify the factors that affect students’ acceptance of communication technology for online shopping. This study used the Technology Acceptance Model. A key driver of this study is by using elements of perceived usefulness, perceived ease of use, ICT safety, ICT skills, and social influence as independent variables in relationship to online purchasing decision. Using quantitative method, a survey using questionnaires was administered to 222 students sampled as respondents for the study. Pearson correlation analysis was used to test the hypothesis for significant relationship. From the results, the independent variables; perceived usefulness, perceived ease of use, ICT skills, ICT safety and social influence, had a significant relationship with the dependent variable—online purchasing decisions. This study can serve as a guide to online sellers in the process of attracting students to repeatedly buy online.