Impact of Emotions during Online Shopping on University Students

This study examines the effect of emotions during online shopping in university students. This study focuses on the effects of customer satisfaction and motivation, purchase intention, personalization of the product, and privacy concerns. Qualitative research is conducted in which 23 students are interviewed regarding questions of online shopping motivation, satisfaction, purchase intention, personalized products, and privacy concerns. The results show that most of the students prefer online shopping, but most of them do not enjoy it, the trust factor influences their purchase intentions, some do not prefer personalization as too many questions confuse them, and lastly, they do feel that their privacy is being threatened by online purchase.