Factors Influencing Online Shopping Behavior

Sara Shenouda

Co-Presenters: Individual Presentation

College: College of Liberal Arts

Major: BA.PSYCHOLOGY

Faculty Research Mentor: Lydia Kaplan

Abstract:

Title: "Factors Influencing Online Shopping Behavior"
Author: Sara Shenouda, Department of Psychology, Kean University

The rapid expansion of e-commerce has fundamentally changed how consumers discover, compare, and acquire products online. Yet, the psychological, technological, demographic, and contextual determinants of online purchasing and how these factors interact, remain only partially understood. This study investigates which key factors most strongly influence consumers’ decision to shop online, and how demographic characteristics (such as age, gender, and academic standing) moderate these effects. Using a quantitative survey of college students (aged 18 and over), collected data on shopping frequency, the importance placed on attributes such as convenience, price, brand trust, and peer influence, along with demographic information. Based on statistical analysis of responses, the study identifies the relative weight of convenience, trust, social influence, and price sensitivity in shaping online purchase behavior, and explores how these relationships vary across different student subgroups. The findings aim to inform e-commerce strategies for retailers and contribute to policy discussions on equitable access and consumer protection in the digital marketplace.