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Business to consumer (B2c): Factors preventing online purchase by students of higher education in portugal

Abstract:

Information and communication technologies have transformed the way of doing business. The development of e-commerce and the massive use of the Internet have increased the popularity of online shopping around the world. This research aimed to evaluate the factors that affect the future use of electronic commerce by students of higher education in Portugal and to identify differences taking into account the nationality, gender and age of the respondents. A quantitative, cross-sectional and analytical study was developed based on a convenience sample consisting of 304 non fans of online shopping. Despite not being enthusiastic about online shopping, most of the respondents have already been a regular user of the internet for 5 or more years, however, they understand that their level of knowledge in making online purchases is still very limited. The most valued barriers to online shopping by students were enjoying seeing and trying products before buying them, lack of confidence in payment systems and e-commerce sites, concern about security and privacy and preference for face-to-face service. There are barriers to online shopping in which differences have been identified taking into account the nationality, gender and age of students.