الجودة المدركة للتسوق الإلكتروني و علاقتها بالسلوك الشرائي للشباب الجامعي

الملخص EN

The current research aims mainly to reveal the nature of the relationship between the perceived quality of e-shopping with its five axes (quality of interaction and communication - quality of perceptive information - Website Design Quality - Safety- Competitive Advantage) and purchasing behavior with its three patterns (rational purchasing behavior - Emotional Purchase behavior - Compulsive Purchase behavior) university youth have the research sample, and The search tools prepared which is (the general data form, questionnaire for Perceived Quality of E-shopping &, the questionnaire for purchasing behavior) and its applied on (463) university students who were chosen in a random and purposeful manner from the youth of Aswan and Minia universities from rural and urban areas.

And from different socioeconomic levels and provided that they are one of the electronic shoppers, the research followed the descriptive analytical method, and one of the most important results was that the highest percentage of individuals of the research sample prefer Arab e-shopping sites, as their percentage reached 63.5%, Clothes were the most important commodities that the research sample accepted to buy from E-shopping sites, with a percentage of 17.93.

The level of awareness of both the Perceived Quality of E-shopping and the purchasing behavior of university youth in the research sample was also found to be low by 62% and 57.5%, respectively.

The relative weights of the axes of the Perceived Quality of E-shopping were also shown for the research sample, as it was found that the competitive advantage came in first place with percentage of (29.8%), while the quality of perceptive information came in the fifth and last place percentage of (8.8%).

The relative weights of the buying behavior patterns of the research sample differed, as it was found that the emotional buying behavior pattern came in first place with a percentage of (52.4%), while the pattern of Compulsive Purchase behavior came in the third and last place with a percentage of (10.9%).

There were also statistically significant differences at the level of significance (0.05) and (0.01) between the members of the research sample in the perceived quality of e-shopping with its five axes according to the variables (age, family size, monthly family income), while there were no statistically significant differences according to the two variables (gender and specialization Scholastic).

There were statistically significant differences at the level of significance (0.05) and (0.01) between the members of the research sample in purchasing behavior with its three patterns depending on the variables (gender, family size, and monthly household income), while there were no statistically significant differences according to the two variables (age and school specialization).

the perceived quality of e-shopping in its five axes was inversely associated with rational purchasing behavior at a significance level of 0.01, and it was directly related with emotional Purchase behavior at a level of significance of 0.01, while there was no correlation between the perceived quality of e-shopping with its five axes and the pattern of Compulsive Purchase behavior.

The competitive advantage was the most influential variable in explaining the variation in the purchasing behavior of university youths, by 79%.

The two researchers recommend: The necessity of preparing Extensions program to develop consumers ’awareness of the perceived quality standards of e-shopping and to promote rational purchasing behavior, especially for the university youth group, considering them the pillar of the nation, its capital, and the true supporter of the Egyptian economy.

The two researchers suggested a Extension program to educate university youth about the perceived quality standards of E-shopping to Rationalize their purchasing behavior.