Drivers of On-Line Purchasing Among U.S. University Students

Abstract

There is mounting evidence that business-to-consumer e-commerce is becoming mainstream among Internet users of all ages.Although numerous studies have identified an array of demographic variables related to online buying, little attention has been directed to one of the most "wired" and prolific groups of Internet users, university students.Results of online survey data collected from 425 undergraduate and MBA students suggest that Internet knowledge, income, and education level are especially powerful predictors of Internet purchases among university students.From a CRM perspective, the findings indicate that e-tailers and other online vendors are likely to achieve the greatest payoff from building relationships with upper division and graduate students with above average levels of disposable income and Internet knowledge.

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