الدوافع نحو التسوق الإلكتروني لدى طلبة جامعة أم القرى في ضوء بعض المتغيرات

Abstract EN

The current study aimed to identify the level of motives towards e-shopping and its dimensions among Umm Al-Qura University students, and to know the different motives towards e-shopping among Umm Al-Qura University students according to each of the demographic variables (gender, age, educational level, monthly income).

The motives towards online shopping questionnaire (prepared by the researcher) was applied on a sample of (1055) male and female students at Umm Al-Qura University, using the arithmetic mean, the independent samples t-test as well as simple analysis of variance ANOVA, the following results were reached: There were a high degree of (practice, performance and cognitive) dimensions, while the psychological and social dimensions were on a medium degree, while the total degree of motives towards online shopping was on a high degree, and there is a difference between the mean scores of Umm Al-Qura University students on the scale of motives towards online shopping according to gender in favor of males, there are differences in favor of the age group (from 31 years and over) when compared with the age group (from 22 years and under), and there are differences in favor of graduate students when compared to the motives for online shopping among undergraduate students, while there were no differences according to the monthly income.

Some recommendations were made, such as the electronic shopping sites has to interest in the psychological and social motives of university students.