International University Students' Online Shopping Behaviour in Halifax, NS

Abstract

This study examines the online shopping behaviour of 142 international university students (IUSs) within the context of a modified version of the Technology Acceptance Model (TAM). Results indicate that perceived entertainment outweighs the impact of perceived usefulness (PU) and perceived self-efficacy (PSE) on attitude towards online shopping (ATT). Perceived risk (PR) was not related to ATT and ATT and behavioural intentions (BI) did not influence actual behaviour. Experience was strongly related to ATT, but demographics have little influence on TAM measures. Entertainment and usefulness were the primary motives for IUSs to shop online. The findings of this study could help universities and e-retailers develop guidelines to ensure a safe and attractive e-shopping experience for IUSs.