The study sought to examine student attitude towards online shopping in selected tertiary Institutions in South East of Nigeria. The main objective of this study is to examine factors affecting consumer’s attitude towards online shopping focusing on selected students of tertiary institution in South East of Nigeria .Four research questions and four hypotheses in line with the specific objectives of the study were formulated to guide the study. Structured questionnaire was design to collect data from the respondents. Sample size of 304 users of internet shopping was used which was derived using Kothari formula. Factor analysis was used to test the reliability of the research instrument. Hypotheses were tested at 0.05 level of significance using multiple regressions with the help of SPSS version 20. Findings of the study revealed performance expectancy, effort expectancy, social influence and facilitating conditions affect students’ attitude towards online shopping significantly. Recommendations: were given that online marketers should design their website to be easily navigating and interesting to operate. This will ensure that both immediate and potential customers are attracted to E-commerce portals. Online marketers should improve on technological and technical infrastructure of the website. E-stores should provide resources for better understanding of consumer attitude, social norms, technologies of the future and their development
Online Shopping, Online, Attitude, Customer Attitude, UTAUT
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