Factors Influencing Students' Perception of Online Shopping: Evidence from the Faculty of Commerce and Management, Eastern University, Sri Lanka

In light of the swift digital transformation, this study investigates the major variables affecting students' opinions of online shopping at Eastern University's Faculty of Commerce and Management in Sri Lanka. The study examines the effects of convenience, usefulness, ease of use, privacy and security, and saving money, time, and effort on online shopping behavior with a focus on students as active digital consumers. Convenience sampling was used to gather data via a closed-ended structured questionnaire, and SPSS 25.0 was used to analyze 320 valid responses. The hypotheses were tested using regression, correlation, and descriptive analyses. The results show that all of the chosen factors have a significant impact on students' online shopping engagement, with time, money, and effort savings being the most important determinant. Students' need for trust and data protection in online transactions is highlighted by the importance of privacy and security. In order to improve digital shopping platforms and encourage young consumers in emerging markets to adopt e-commerce, the study provides useful insights for e-commerce developers, marketers, and legislators.