The impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction: A foundation university example

In this study, the impact of university students' purchasing tendency from e-commerce sites(e-CSs) and demographic characteristics(DCs) on student satisfaction(SS) was examined through the example of a leading foundation university in Türkiye. The study aimed to examine whether there is a significant difference between university students' purchasing tendencies from e-CSs, their DCs and SS. A leading foundation university in Türkiye, which is also one of the research universities, was selected as the study universe. It is thought that the study will contribute by examining the effects of purchasing tendency from e-CSs and DCs on SG levels together in the context of a foundation&research university. Methodologically, eight hypotheses were created. The sample consisted of 280 randomly selected students. The data were collected through a quantitative online survey method, which included a descriptive squestionnaire based on a 5-point Likert scale. Data were analyzed with SPSS-22. The study revealed that there was no significant difference between DCs such as gender, marital status, education and monthly income and SS level, whereas there was a significant difference between age and SS level. It was found that the difference in terms of age was especially in favor of students in the 22-25 age group. Moreover, it was concluded that there was no significant difference between the average daily time spent on the internet and the type of device used to connect to e-CSs, which are among the criteria reflecting the tendency to purchase from e-CSs, and the level of SS whereas there was a difference between the number of products purchased through e-CSs and the level of SS. Since the study is limited in several aspects (foundation/research university, number of participants, survey questions/answers, applied statistical analysis&tests), it is suggested to include more different&larger number of foundation universities and students in order to reach more general results.