Online Purchasing Behavior among Students in Universiti Utara Malaysia, Malaysia

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.

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