Behaviour of Youth towards Online Shopping: A Case Study of Public Sector Universities of Khyber Pakhtunkhwa, Pakistan

Abstract

t The present study focused on the Behavior of Youth towards online Shopping: A case study of public sector universities of Khyber Pakhtunkhwa (KP). Survey research design was followed. Male and female students were selected from five selected universities of KP as sample (n=396) through stratified sampling method. A structured questionnaire developed on five point liker scale for data collection. Chi-square test was applied as inferential statistics. The findings of the study reveal that significant association between the gender and online shopping. Both male and female students in HEIs prefer to purchase goods from online stores.