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Lived Experiences of College Students in Online Shopping



Renzitelo Alf P. Carpio, 2024. Lived Experiences of College Students in Online Shopping. United International Journal for Research & Technology (UIJRT). 5(4), pp90-97.


Online shopping has recently expanded rapidly as an important outlet for consumers to purchase products directly. The study explored the lived experiences of college students in online shopping.  It was conducted in one of the higher education institutions in Ozamiz City. The study used the qualitative approach using a phenomenological research design. It was conducted among eight selected college students through purposive sampling. The responses were elicited using interview guide questions and analyzed using the Moustakas six-step transcendental phenomenology. Results revealed four themes: convenience in product selection, perceived product expectation versus reality, poor assurance of product quality, and diminished instant satisfaction. The buying behavior of college students who engaged in online shopping changes because of their convenient and hassle-free experiences, especially in product selection and expectation. It is recommended that further study be conducted to include professionals, and forewarn online shoppers to be extra careful in considering online shops and product reviews to avoid negative experiences.

Keywords: customer experience, decision-making online shopping, shopping activity, shopping motives

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