Wybrane uwarunkowania zachowań zakupowych e-konsumentów na przykładzie studentów
Selected determinants of e-consumer purchasing behaviour on the example of university students

Summary/Abstract: Digital technologies have revolutionised trade. The purchasing activity shifted from the physical space of brick-and-mortar shops to the virtual environment of the internet, and consequently a new group of consumers emerged – e-consumers. Understanding the factors influencing online purchasing decisions has become of key importance for both researchers and business practitioners. E-commerce has been dynamically developing, which motivates companies to seek effective strategies for engaging e-consumers in the purchasing process and building their loyalty to brands and products. The aim of the study presented in this article is to assess the influence of selected factors on the purchasing behaviour of university students shopping online. The study was carried out in November 2021 on a sample of 620 students from several universities in Poland majoring in economics, finance and accounting, IT and management. Respondents were selected by means of a stratified random sampling method, taking into account their age, gender and place of residence. Data were collected using a standardised questionnaire survey. To identify the factors influencing respondent’ purchasing behaviour and determine their impact on purchasing decisions, a structural model was developed using the maximum likelihood method, and the relationships between endogenous variables were analysed. The analysis demonstrated that the availability of product information, product quality and warranty have the greatest impact on the purchasing behaviour of the respondents. Statistical tests confirmed the significance of these dependencies, indicating that the influence of the above-mentioned factors on purchasing decisions is not random. The results of the study might be useful for producers designing marketing strategies and adapting the range of products to customers’ expectations.

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