Shopping Preferences among E-Consumer Students

Abstract

Purpose | The aim of the study was to examine the relationship between education level and e-consumers’ shopping preferences for different product categories. It also contributes to filling a research gap by investigating the role of education in shaping online shopping behavior. Research method | The study is based on a sample of 277 valid survey responses collected electronically from university students. It analyses key factors influencing consumer choices, including product categories, shopping channels, and safety concerns. Results | The findings indicate that education level has a limited effect on online shopping preferences, with significant relationships observed only in the categories of furniture and home furnishings (p = 0.035) and tobacco products (p = 0.037). Consumers with higher education are more likely to be early adopters of technology, demonstrating greater competence in evaluating online offers and in understanding security mechanisms. However, product-specific trends emerge: In the furniture category, individuals with a bachelor’s degree exhibited greater flexibility, using both online and traditional channels, whereas those with an engineering degree preferred traditional shops. In the tobacco category, consumers with a bachelor’s degree preferred traditional shopping or a mix of channels, while those with a master’s degree showed limited involvement in tobacco shopping. Originality / value / implications / recommendations | This study contributes to the understanding of how education level influences online shopping behavior, particularly in specific product categories. Despite its insights, the study has limitations, including the small representation of certain educational groups and the absence of demographic controls such as income or place of residence. Future research should expand sample sizes, investigate age-related factors, and conduct cross-regional comparisons to enhance the understanding of the correlation between education and e-consumer behavior. The study was conducted exclusively among university students. As a result, the conclusions primarily concern young, educated consumers and cannot be generalised to the entire e-consumer population.