Factors Influencing Generations Y students’ Attitude towards Online Shopping

Abstract

Internet access grew exponentially in South Africa; online shopping in South Africa has also shown an upward trend, although it is still in its infancy. Generation Y consumers, and students in particular, spend more time on the internet and are regarded as the most attractive market segments for online shopping. Their spending power exceeds those of their parents. Marketers should, therefore, understand factors that determine the Generation Y students’ attitude towards online shopping. A survey method, using convenience sampling, was adopted to study the attitude of Generation Y students towards online shopping. A closed-ended questionnaire was distributed among the Generation Y students at a university of technology. The outcomes of the study indicated that the majority of Generation Y students do not shop online. However, the Generation Y students spend more time on the Internet, accessing the Internet on a daily basis. The Generation Y students at different age groups did not differ in attitudes towards online shopping. Generation Y students were found to be influenced by the perceived convenience associated with online shopping.

DOI: 10.5901/mjss.2014.v5n21p39