Different perceptions of online shopping concerning product availability, consumer location, and experience

Business-to-consumer e-commerce sales are a significant component of the global consumer market. This study conducted questionnaire-based research and examined university students' behaviour and perceptions regarding online shopping. The results showed that the lower the availability and variety of goods sold by rural vendors, the higher the motivation to shop online. Conjoint analysis revealed students' priorities with respect to several attributes of online shopping. Student preferences were biased towards the perceived reputation of shopping websites as compared to the other attributes. The analysis also indicated that postage rates outweighed the price of goods in terms of significance. These analyses examined differences in students' living environments, experiences, and the problems associated with online shopping.