College Students’ Attitude, Challenges Encountered and Engagement in Online Shopping

The customers' buying behavior has changed over time as internet adaptation evolved. This study determined the attitude, challenges encountered, and engagement of college students in online shopping. The study was conducted among 254 students in one of the universities in Ozamiz City. The study used the descriptive-correlational design. Respondents' Attitude toward Online Shopping Questionnaire, Respondents’ Challenges Encountered in Online Shopping Questionnaire, and Respondents’ Engagement in Online Shopping were used in gathering the data. Mean, Standard Deviation, Pearson Product Moment Correlation Coefficient, and F-test and T-test were used as the statistical tools in analyzing the data. Most college shoppers are females, and their attitude toward online shopping is positive. The college students' online engagement was not significantly related to the respondents' profiles. The shoppers rated high challenges regarding product expectations, service, cost, and online process. This means that college shoppers consider the specifications of items before purchasing them on hand. However, the attitude of college students towards online shopping was significantly related. It is concluded in the study that the dominant shoppers in online shopping are females as it gives them convenience and postulates that challenges encountered among shopping have a significant relationship toward the engagement of shoppers in online shopping activity. It is recommended that online sellers should display authentic products online to avoid scams and deception, while shoppers should become more careful in conducting product reviews.