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ABSTRACT
This study investigated the effect of young consumers online buying behaviour in Benin City, Edo State. Data were primarily sourced through the administration of three hundred and eighty-five (385) questionnaire out of which same number (385) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. It was revealed that: there is significant relationship between the quality of product information and young consumers' online buying behaviour; the time taken for the online buying process has a significant impact on young consumers' online buying decisions; there is no significant relationship between the perceived quality of products sold online and young consumers' online buying behaviour; the design of the online shopping website has no significant impact on young consumers' online buying decisions; and the perceived security of the online shopping platform does not have significant effect on young consumers' online buying behaviour. Based on these findings, it was recommended that: businesses should focus on providing highquality product information; businesses should streamline their online shopping platforms to make the buying process as efficient as possible; businesses should still strive to maintain high-quality products; it is essential for businesses to ensure their online shopping websites are user-friendly, responsive, and visually appealing; and businesses should continue to prioritize online security.
