A Longitudinal Study of Usage and Satisfaction Levels of Internet Shopping by College Students

Abstract

Consumer Internet shopping is poised for explosive growth. This study was designed to identify the change in student Internet purchases during the past three years, identify the types of products purchased, and measure the level of satisfaction with Internet purchases. The college students purchasing over the Internet have nearly tripled during the past three years, from 20% to 55%, with the average dollar purchases increasing from $235 to $471. More than 97% of the students reported being “satisfied” or “very satisfied” with their purchases. Fear was the major reason given for not purchasing over the Internet.