REVIEW RELATED LITERATURE AND STUDY

According to related study of Motahare Mohammadi, et al.,(2024) entitled "The

interaction between the recent evolution of working from home and online shopping" Focusing
on non-grocery online shopping, this study uses comprehensive survey data collected across
the United States during October and November 2021. We develop a Generalized Structural
Equation Model to jointly examine WFH and online shopping frequency and their interaction.
Moreover, the study investigates the psychological aspects of WFH and online shopping,
introducing four stochastic latent constructs-WFH comfort, WFH unproductiveness, online
shopping enjoyment, and online shopping inconvenience using the attitudinal variables.Results
indicate a positive causal relationship, suggesting that increased WFH promotes online
shopping engagement. Perceived comfort and productivity at home affect WFH frequency
shaped by factors like home workspace, commuting time, childcare responsibilities, and
telecommunications with co-workers. Likewise, perceived convenience and enjoyment
significantly affect online shopping, influenced by aspects such as timesaving, and the delivery
and return process. Technological tools at home also play a role in WFH frequency.
Demographic factors like age, race, income, physical disability, and mode choice habits
correlate with WFH and online shopping incidence, while job category and employer flexibility
influence WFH frequency. These insights can help policymakers to regulate remote work and
online shopping activities as they continue to grow.

According to another study of Heejung Son and Jihyun Lee (2021) entitled "Does online
shopping make people feel better? The therapeutic effect of online shopping on Korean female
consumers' mood, self-esteem, and self-efficacy: Based on the context of fashion product
shopping"This study investigates the influence of online shopping on Korean female consumers'
negative mood, positive mood, self-esteem, and self-efficacy. Study 1 compared two groups of
respondents. The experimental group engaged in online shopping (so-called, "retail therapy")
and the control group rested. The results indicated that online shopping significantly improved
subjects' negative and positive moods and self- efficacy. The results revealed that online
shopping was significant and stronger than resting in mitigating a negative mood, but only
online shopping improved self-efficacy.Study 2 included an online browsing group and
demonstrated that online browsing had a significant effect on subjects' negative moods.
Comparing the three groups revealed that the effect of online shopping on improving both
negative and positive moods had the most significant and strongest effect. Furthermore, only
online shopping improved self-efficacy. The results of this study provides academic and
managerial insights about online retail therapy.

According to another study of Bindia Daroch, Gitika Nagrath and Ashutosh Gupta (2020)
entitled "A study on factors limiting online shopping behaviour of consumers".Purpose .This
study aims to investigate consumer behaviour towards online shopping, which further
examines various factors limiting consumers for online shopping behaviour. The purpose of the
research was to find out the problems that consumers face during their shopping through
online stores.The results total six factors came out from the study that restrains consumers to
buy from online sites – fear of bank transaction and faith, traditional shopping more convenient
than online shopping,reputation and services provided, experience, insecurity and insufficient
product information and lack of trust.

According to related study of Dionne Boerwinkel (2016) entitled "A quantitative study
based on the online shopping behaviour of generation Y in relation to the cultural influences of
Germans and Swedes"This research is conducted to examine the online shopping behaviour of
generation Y in relation to the cultural values of Germans and Swedes. The results of this
research display a theoretical understanding of the online shopping behaviour forthcoming by
the cultural influences. This study can benefit online retailers to develop or optimize strategic
marketing plans and/or strategic entry plans in the e-commerce for both the German market
and the Swedish market.

According to Muhammad Ammar Muhtadi (2023) entitled "The Effect of Online Shops on
Consumer Shopping Satisfaction"Results Based on the analysis related to journal articles which
are literature material by researchers, it can be concluded that the influence of online shops on
consumer shopping satisfaction largely determines the development of the online shop.
Shopping that is easy and practical does not need to spend a lot of time and effort to make
consumers choose to shop online and related to the satisfaction that consumers feel can be
seen from various things, one of which is according to their needs as well as the tastes they
want.

According to the related study of Jasper D. et al.,(2024) entitled "Effects of Online

Shopping to the Academic Performance of Senior High School Students"The internet is a vital
facilitator for humans, and they use it at practically every stage. As a purchasing medium, the
internet attracts both humans and researchers. Younger people can adapt to contemporary
technologies, such as using the internet to shop. In this study, the goal is to define senior high
school students' online shopping behavior and activities. Research results show that both male
and female students preferred not to shop online because of lack of trust towards vendors,
they also generally prefer to buy after comparing prices with all other websites, they also do
not prefer online shopping if the prices are high and hesitate to give out their personal
information on online websites. male students think shopping on the internet takes lot of time,
while the female students think Online shopping is complex as compared to traditional
shopping. The researchers intend to find out how the students in this school shopping behavior.

According to Padam Bahadur Lama (2021) entitled"online shopping and buying behavior
of college students in kathmandu"objective of this study is to examine the impact of online
shopping with variables such as delivery guarantee, product quality, service information quality,
website factor on buying behavior of college students in Kathmandu.The study has been
organized in this way: section two demonstrates sample description, data, and methodology.
Further, empirical results are comprised in section three. Finally, the conclusion and discussion
part are encompassed in the final section.

According to the related study of Misbah Rehman et al.,(2022) entitled "impact of online
shopping addiction on compulsive buying behavior and life satisfaction among university
student"The purpose of the study was to find scientifically that whether online shopping
addiction has impact on compulsive buying behaviour and life satisfaction or not. Research
participants were 300 individuals, 150 males and 150 females with age range of 20 to 30 years.
results Table 1 symbolizes the descriptive statistics, i.e.,frequencies and categories concerning
the variables that were employed in the study. A sample of 300 university students were taken
from Pakistan’s three major cities i.e., Peshawar, Islamabad and Rawalpindi where 150 students
were males and 150 students were females. The age limit for the present study were those
students who were between age 20 to 30 years old and others were not included in the
study.The descriptive statistics revealed that 40% of students were between ages 20-22, 27.3%
students were between age 23-25, 15.7% students were between age 26-28 whereas 7.0%
students were between age 29-30. It also revealed that 75.3% were undergraduate students
while 24.7% were postgraduate students. It also revealed that the data was equally divided
between males and females as 50% participants were males while 50% participants were
females.
 According to the another related study of KEVIN CHAI et al.,(2018) entitled"factors
influencing consumer satisfaction in online shopping" .The prior purpose and objective of this
research is to study consumer satisfaction at the perspective of online shopping. The research
aims to examine variables of security, product quality, e-service quality, price, and to determine
whether these factors will influence consumer satisfaction in online shopping.This chapter
analysis the results of 384 sets questionnaires using the Statistical Analysis System (SAS)
Enterprise Guide 7.1. SAS System will be used in order to analyze the data collected from the
respondents from online shoppers and assessed based on the hypothesis set in Chapter 1. The
analysis will be divided into a few parts which are descriptive analysis, scale measurement,
inferential analysis and conclusion. The beginning of this chapter start with descriptive analysis
which cover the analysis of demographic profiles of respondents and the constructs’
measurement of central tendencies.

According to another related study of Ms. Neha Gupta/Dr. Deepali Bhatnagar (2017)
entitled"A study on Online Shopping Behavior among the students"objectives of the study:To
find out the behavior of the student and factors influencing while they buy the product, To
draw down the findings, To give suggestions accordingly.results reveal that Experimental
Uniqueness, Customer Service and Convenience tend to be three significant dimensions as to
why customers prefer internet shopping. Today there is radical change in the entire scenario.
Everything in today’s world is E prefixed like Electronic Data Interchange, E-Mail, E-Business and
E-Commerce. A key outcome of the technology revolution in India has been connectivity, which
has fuelled unprecedented access to information. This use of technology has opened new doors
and opportunities that enable for a more convenient lifestyle today. Online shopping is a vast
growing technology. If it is properly utilized with assured safety and security for the
transactions, it will thrive into a highly competitive and dynamic environment. Thus, a
consumer being the king of the market needs a treatment like king. Even though the internet is
often referred to as a borderless market, there are still some barriers to overcome.

According to another related study of Smith and Jones (2019) titled "Impact of Digital
Distractions on Academic Achievement," the researchers aimed to determine how various
digital activities, including online shopping, affected students' academic performance. They
found that students who frequently engaged in online shopping showed a noticeable decline in
their grades, mainly due to poor time management and lack of focus. Similarly, in another study
by Lee (2021) titled "The Influence of E-commerce on Student Behavior," the objective was to
assess how e-commerce platforms influenced the daily routines of high school students. The
results indicated that students who spent more time shopping online were more likely to
procrastinate on their school assignments, leading to lower academic performance.

According to another study of In terms of Salem and Al-Marsoumi’s (2020) aimed to

identify the level of religious values among students of the Almaarif University College and their
relations to some variables such as academic majors, academic stage, and gender. The research
sample consisted of (202) male and female students distributed among the college
departments according to their majors. The researcher used the questionnaire consisting of (5)
questions. After authenticating its validity and consistency, several results were obtained as
follows: the level of religious values among students was high and of significance. This was
attributed to the social environment in the family, school and society which adhere to religious
values, and that the academic subjects studied by students in the previous and current stages
have an impact on those values, as the study revealed a difference in the level of religious
values between students according to their majors. The results have shown that there is a
relationship between the academic stage and the level of values in favor of undergraduate
students (last year).

According to another study of Li & Nakayama (2019) focused on the college students’
online purchase of clothing, and compared the consumption behaviors of Japanese and Chinese
college students to explore the characteristics of Japanese and Chinese college students’
consumption behaviors. After summarizing the theoretical research in the past, based on the
online sales of clothing, we conducted a questionnaire survey among college students in Japan
and China from the perspective of Marketing Mix. The results show that when the college
students in Japan and China purchase clothing, there was a big difference in CD purchase
channel, CD commodity price, CD commodity quality and CD network comments. The study
agreed with the current study in terms of sampling but differed in terms of spatial and objective
limits.

According to another study of Balasudarsun (2017) entitled "dealt with the impact of
social factors such as family, friends, their reviews, and external and interpersonal factors on
planned and unplanned online purchases". This descriptive study was conducted using
structured survey questionnaires. This study establishes that Indian, Singaporean, and
Malaysian students are careful and think twice before making purchases, keep shopping lists,
are particular about e-stores, and will not purchase without a plan. However, in Uzbekistan and
parts of Singapore, unplanned purchases happen often due to patterns of increased spending
and impulsive purchases. Since the internet and e-stores are especially new in Uzbekistan, its
youth are tempted to browse online suggestions and impulsively act on reviews from friends or
peers. The study differs with the current one in that it studied electronic shopping as per
different geographical limits, but did not study a specific commodity not it examined the effect
of academic majors on purchasing behavior.

According to another study of Ghalawat et al. (2018) entitled "examined the factors
affecting customer satisfaction towards online shopping among university students".
Questionnaires were distributed among university student to gauge their factors to shop online.
Based on the research, the product quality, brand and shopping experience have a significant
relationship to customer satisfaction towards online shopping among university students at
UTeM. The study agreed with the current study in terms of sampling but differed in the
objective as well as in the geographical limit.

According to another study of Yongmei Hou, Xiaoyu Yang(2021) entitled "The Effect of
Self-Identity on Online-Shopping Addiction in Undergraduates: Taking Guangdong Province as
an Example" The aim of this study is to explore the status of undergraduates’ self-identity and
online-shopping addiction, and analyze the relationship between the above two variables.
Totally 1183 undergraduates were selected by random sampling from 3 colleges in Guangdong
Province. They were investigated with Self-Identity Scale (SIS), Online-Shopping Addiction
Questionnaire for College Students (OSAQ) and Adolescents Pathological Internet Use Scale
(APIUS). The survey results indicate the following two points. First, the incidence of online
shopping addiction was 16.7%; the self-identity of 12.8% college students was in a state of
positive delaying, while that of 0.5% was in a state of identity completion. Second, multiple
linear regression analysis showed that the scores of each dimension of SIS were negatively
correlated with the total score of OSAQ (β=-.101~-.229, P <.05). It is therefore suggested that
online shopping addiction is a common Internet behavioral problem in college students and the
improvement of self-identity may be a protective factor of college students’ online shopping
addiction.

According to another study of N. Aldahan, et al.,(2024) entitled "Use of Factor Scores in

Multiple Regression Model for Predicting Customer Satisfaction in Online Shopping".The
purpose of this study is to develop a statistical model that is used to determine the factors that
influence online shopping. In influencing online shopping. The purpose of this study is to
develop a statistical model that is used to determine the factors that influence online shopping.
In this study, using factor analysis five main factors have been obtained from 15 variables that
influence online shopping. These five factors have significant effects on satisfaction of
customers and accounted up to 56% of total variation. Using the factor scores as independent
variables, multiple regression model has been developed for predicting customers satisfaction
in online shopping. Customer satisfaction has been used as dependent variable in the
regression model. The five main factors that contribute online shopping are: preference of
consumers towards online shopping, the risk involved in purchasing products through online,
time effectiveness in online shopping, difficulties faced during online shopping and getting
products from trustworthy websites.

According to another study of Chun-rui Tao and Si-wei Wang (2020) entitled
"Investigation and Study on Students' Online Shopping Consumption under the Background of
Big Data"With the rapid development of social and economic growth of the Internet, online
shopping has become an indispensable part of people's lives, college students has become a
main force in online shopping.Although online shopping has gradually matured, there are still
many problems, and the problems are worth discussing. Based on the social background of big
data, based on the questionnaire survey on the online shopping consumption of students of the
International College of Zhengzhou University, this article uses the basic statistical analysis
methods, correspondence analysis, and SPSS software and EXCEL software. Use Logistic
regression method to analyze students' online shopping consumption. Combined with the
status of students' online shopping, find out the differences of students' online shopping
behaviors, analyze the psychological characteristics of online shopping consumption, in order to
correctly guide students' consumption concepts. Then logistic regression analysis was used to
find out the key factors that influence students' online shopping frequency. Finally, based on
the previous analysis conclusions, the school, e-commerce, and the government propose
corresponding.

According to another study of Cansu Emin, Murat Kayri and Ezgi Doğan (2024) entitled
"Examining the Influence of Narcissism and Some Demographic Variables on Online Shopping
Addiction via the Exhaustive CHAID Method".In the research, which was designed as a survey
and correlational study, data were collected from 1010 adults using the online shopping
addiction scale and narcissism scale. The data obtained were analyzed with descriptive statistics
and the exhaustive CHAID method. According to the analysis results, the participant group's
level of online shopping addiction was low, and their level of narcissism was moderate.In line
with the results of the exhaustive CHAID analysis, the variables that most related to online
shopping addiction were age, gender, and narcissism level. According to the analysis results,
online shopping addiction decreases with advancing age. Women in younger age groups are
more addicted to online shopping than men. Moreover, the increase in the level of narcissism is
a condition that elevates the online shopping addiction of women in younger groups. It is
reported in the literature that narcissism is more common in men and younger individuals.
However, one of the most important study results is that, in this study, individuals with online
shopping addiction are mostly relatively young female participants with high levels of
narcissism.

According to another related study of Xuan-Lam Duong & Shu-Yi Liaw (2021) entitled
"Determinants of online shopping addiction among Vietnamese university students". Online
shopping addiction, which refers to the inability to take an individual’s online shopping urges
under control has attracted a great deal of research interest over the last decade, given the
prevalence of internet technologies and the advent of data-driven marketing strategies in e-
commerce. The current study sought to examine the determining factors that can potentially
result in online shopping addiction among Vietnamese university students. We found a strong
correlation presented between daily online shopping frequency and daily internet shopping
usage. Results from the hierarchical analysis indicate that internet experience has a significant
negative effect on online shopping addiction. Besides, time spent on internet shopping per day
and daily internet shopping frequency has the significant effect on the score of online shopping
addiction. Students are recommended to manage their online routine wisely and efficiently to
avoid detrimental consequences resulted from online shopping addiction.

According to another study of Dr. Marilyn Clark&Kirsten Calleja (2009) entitled "Shopping
addiction: A preliminary investigation among Maltese university students"The goal is to
contribute to the changing shape of the addiction field. The empirical data indicates that
compulsive buying holds the same elements as behavioural addictions identified in the
extensive literature on the subject. Furthermore, it was found that compulsive buyers often use
shopping as a means of mood elevation. Pleasurable feelings associated with shopping seem to
mask negative affect if only momentarily, thus perpetuating the compulsive buying cycle The
heightened state experienced whilst shopping may be seen as a key motivating element of this
addiction. Findings indicate that debt and financial instability were apparent negative
consequences of the behaviour.

According to another study of Yaxing Lan and Guofang Liu (2024) entitled "Consumers'
rational attitudes toward online shopping improve their satisfaction through trust in online
shopping platforms". online shopping has become one of the main consumption methods, with
online retail sales reaching 13.79 trillion yuan in 2022. However, not all consumers are satisfied
with their online shopping experiences. This study proposed that consumers' rational attitudes
toward online shopping were an important influencing factor for their satisfaction. Additionally,
consumers' trust in online shopping platforms is a mediator in the above relationship. Two
studies were conducted to investigate this proposition. In Study 1, participants' rational
attitudes were first operationalized by a procedure to approve their decisions. Then, their
rationality, trust in online shopping platforms, and consumer satisfaction were measured. It was
found that participants' rational attitudes improved their satisfaction through the mediating
role of their trust in online shopping platforms. Study 2 further examined the hypotheses by
providing participants with either budget alert information or no information. The results
showed that such alert information increased participants' rationality and supported the
findings of Study 1. Based on the results, rational consumers are more likely to be satisfied with
their consumption, and trust is a key mechanism. Therefore, online shopping platforms and
retailers should make efforts to improve consumers' rational attitudes and protect their rights
and interests to obtain consumers' trust and a win‒win result between themselves and
consumer

According to another study of L. Vijayan & R. Venkatesh (2022) entitled "Impact of online
shopping advertising on customer trust and loyalty during festival sales".The purpose of this
study is to find the customers trust and loyalty on online shopping during festival sales in India
where various factors have been discussed. Descriptive research was used in this study using
structured questionnaires to collect data from the respondents. The survey was carried out
online using Goggle forms due to the ongoing pandemic. Regression analysis was used for
testing of hypothesis. The results showed that there is a strong relationship between
advertising and trust & loyalty during online shopping festival sales and advertising is a major
boost online platforms sales during festival sales. The study in particular focuses on festival
sales of online shopping in India where it’s limited to a defined period of online shopping, also
increased number of respondents would give a broader outcome of the study. Online shopping
festival sales has been growing at a rapid pace in India, focus of this study was on trust and
loyalty as a prime factor. Though various aspects of festival sales in online shopping have been
studied the effect of advertising This research was conducted at VIT University as part of my
Research Program. driving these sales and its impact on customer trust and loyalty has been
the first of its kind to be tested.
 SYNTHESIS

The research aims to explore the relationship between online shopping habits and the
academic performance of Grade 11 students. Online shopping has become a common activity
for students, and the study focuses on whether this behavior affects their school performance.
Some students may spend a lot of time on online shopping, which could distract them from
studying or completing schoolwork. On the other hand, if managed well, online shopping may
not interfere with their academics. This study will help determine if there is a connection
between how often students shop online and how well they perform in school. Understanding
this relationship can provide insights on how students can balance their online activities with
their academic responsibilities.