عربي Consumer Motivations towards Online Shopping and Its Relationship with Some Variables among a Sample of Students of the Faculty of Education at the University of Misurata

Abstract

This study aims to assess the level of e-shopping motivations—encompassing cognitive, psychological, and social dimensions—among students at the Faculty of Education, University of Misurata, and to examine their relationship with gender, monthly income, and marital status. A simple random sample consisting of 259 male and female students, representing 10% of the target population, was selected. The findings revealed a high overall level of e-shopping motivation among participants, with the cognitive dimension exerting the strongest influence on students' shopping behavior, followed by the social dimension, while the psychological dimension ranked lowest in terms of impact. Regarding gender differences, no significant variations were observed in overall motivation between males and females; however, females demonstrated significantly higher scores in the cognitive dimension, whereas no gender-related differences were found in either the psychological or social dimensions. With respect to monthly income, statistically significant differences emerged in overall e-shopping motivation favoring students with a monthly income of 200 dinars, while differences in the cognitive dimension favored the 300-dinar income group, and differences in the psychological dimension again favored the 200-dinar group; conversely, no significant income-related differences were detected in the social dimension. As for marital status, no statistically significant differences were observed in overall e-shopping motivation, nor in any of the three dimensions—cognitive, psychological, or social—based on this variable