Abstract

Online shopping is gradually becoming more popular across the globe. The current surge in the use of Facebook and other social networking sites has made it draw more attention from the young generation specifically from the students of tertiary level. This study therefore endeavors to identify the factors influencing the attitude of University students’ toward online buying of a number of Universities located in Chittagong, Bangladesh. We attempt to find out whether gender, grade, subject major, perceived safety, website construction, and price and quality of products are potential factors of online buying decision. Data are collected through a structured questionnaire. Pearson correlation and regression technique are used for analyzing the data. The empirical results show that major, perceived safety, website construction, price and quality of products have significant impact on the University students’ attitude towards online purchasing behavior.

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