Online Purchasing Behavior among Students in Universiti Utara Malaysia, Malaysia | Chapter 09 | Current Research in Education and Social Studies Vol. 1
The internet penetration in Malaysia
showed rapid growth, and its e-commerce platform such as online shopping is
heavily used as it can be accessed 24 hours a day. The outlook on the main
factors that influence online purchasing behaviors need to be investigated.
This study investigated the factors that affect online purchasing behavior, in
particular among university students by using statistical analysis, i.e. factor
analysis and descriptive analysis. Study shows three main factors that
influence students’ behavior towards online shopping which were attitude
towards online shopping, trust, and perceived benefit.
Author(s) Details
Zahayu
Md. Yusof
School
of Quantitative Sciences, College of Arts and Sciences, Universiti Utara
Malaysia, 06010, Sintok, Kedah, Malaysia and Institute of Strategic Industrial
Decision Science Modeling (ISIDM), School of Quantitative Sciences, College of
Arts and Sciences, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia.
Masnita
Misiran
School
of Quantitative Sciences, College of Arts and Sciences, Universiti Utara
Malaysia, 06010, Sintok, Kedah, Malaysia.
Massudi
Mahmuddin
School
of Computing, College of Arts and Sciences, Universiti Utara Malaysia, 06010,
Sintok, Kedah, Malaysia.
Nur
Ainun Nadhirah Harunar
School
of Quantitative Sciences, College of Arts and Sciences, Universiti Utara
Malaysia, 06010, Sintok, Kedah, Malaysia.
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