Anaylsis of univerisity students" consumer behaviour toward online shopping in UK

The study aimed to examine the online shopping orientations of university students and the benefits that they perceive from such online transactions. These factors were then studies in relation to their attitudes toward the online shopping process. Quantitative and qualitative research approaches were used for primary data gathering. Based on the outcomes of the research, university students had strong utilitarian and hedonic orientations towards online shopping. Moreover, it was found that they agreed with the benefits of online shopping which include convenience, wide selection, fun, and effectiveness of the homepage. Only hedonic orientation and convenience were agreed upon by the sample of university students. Thus, these are the drivers of their continued patronage of online