| Popis: |
Online shopping is the current dotcom era for businesses to achieve a competitive edge. The emergence of Smartphones and relative improvements in the Information and Technology (IT) infrastructures among other factors, have triggered youths in developing countries to shop online. Various studies have shown reasons for people to shop online but less has been researched about the youths’ intention to shop online at higher education institutions of learning, such as Makerere University Business School (MUBS). Hence, to bridge the knowledge gap, this study aimed at examining factors influencing African Youths at higher education institutions to shop online, in the context of MUBS in Uganda. Questionnaires were distributed among the youths via online survey. The quantitative data was collected from 71 respondents and analysed using PLS-SEM assisted with SmartPLS 3. The findings revealed that there is a significant relationship between hedonic and satisfaction among youths shopping line (p = 0.00), and there was also a significant relationship between subjective norms and satisfaction among youths shopping line (p = 0.02). The results show that key factors which trigger the youths’ intention to satisfactorily shop online in Uganda’s higher education institution are hedonic and subjective norms. |
