Student Consumers’ Online Shopping Perceived Benefits and Engagement

This study examined the relationship between student consumers’ online shopping perceived benefits and engagement. The study participants were the 4th year students of the College of Arts and Sciences, the School of Teacher Education, and the School of Business, Management, and Accountancy. A researcher-made questionnaire, which was content validated and pretested for reliability, was used for data gathering. The questionnaire in Google Forms was randomly sent to the students via their university e-mail accounts. 238 students accomplished and submitted the questionnaire. Data were processed using descriptive and inferential statistics. With the perceived benefits and engagement variables measured in frequency, percentage, mean, and standard deviation. The relationship between both variables utilizing the Pearson moment correlation coefficient. Findings revealed that the students had a positive perception of online shopping. Specifically, they trusted online shopping and found online shopping easy. Furthermore, the students had a high affective, cognitive, and behavioral engagement in online shopping. Moreover, there was a significant positive relationship between the student consumers’ online shopping benefits and engagement. That is, students’ level of engagement in online shopping can be attributed to their perception of the benefits of online shopping. One important recommendation of the study is the holding of academic talks on consumerism to promote responsible online buying behaviors among students.

Keywords: Online shopping, eCommerce, consumers, online shopping perception, online shopping engagement