Online Purchasing Behavior among Students in Universiti Utara Malaysia, Malaysia

  • 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.
Keywords: Online shopping, factor analysis, perceived risk

Abstract

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.      

Published
2019-10-28
How to Cite
Md. Yusof, Z., Misiran, M., Mahmuddin, M., & Harunar, N. A. N. (2019). Online Purchasing Behavior among Students in Universiti Utara Malaysia, Malaysia. Current Research in Education and Social Studies Vol. 1, 93-106. Retrieved from https://stm1.bookpi.org/index.php/cress-v1/article/view/551
Issue
Current Research in Education and Social Studies Vol. 1
Section
Chapters