Online shopping trends of university students studying business at the School of Higher Studies of Jojutla.

• DOI: https://doi.org/10.22533/at.ed.55841424160411

• Palavras-chave: -

• Keywords: online shopping, purchasing trends, purchasing frequency

• Abstract: This article analyzes the online purchasing trends of university students majoring in business at the School of Higher Studies of Jojutla (EESJOJUTLA by its acronym in Spanish), dependent on the Autonomous University of the State of Morelos (UAEM by its acronym in Spanish ), based on research of an exploratory type in the context where it is developed, with a quantitative approach, through the application of a questionnaire validated by specialists in electronic commerce and designed by Martínez-Hernández, Roque-Hernández and Mendoza-Juárez (2022), called “Questionnaire for online shopping by college students.” This instrument is composed of 43 items, integrated into 9 dimensions: generalities, frequency of purchase, review of the product and seller, reason and means of purchase, prices and discounts, online payments, shipping and guarantees, which was adequately answered by 90 students majoring in business. Mexico, since 2020, has become, only after Brazil and Argentina, one of the fastest growing online commerce markets; therefore, it is interesting knowing online shopping trends. The results show that students consider that their general knowledge about online shopping is average, since they have a very low purchasing frequency, as the purchasing action is limited to satisfying their personal needs. This, mostly through the Mercado Libre application, an electronic medium positioned as the favorite for buying online, due to the fact that the speed of its parcel delivery to your home completely converges with the main reason for the final decision to purchase online.  For which, the population is willing to wait up to five days and pay up to $100 for it