Online Purchasing Behavior among Students in Universiti Utara Malaysia, Malaysia

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Online Purchasing Behavior among Students in Universiti Utara Malaysia, Malaysia

November 9, 2019 Arts and Social Studies EDUCATION 0

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.

For more information contact author

Masnita Misiran

School of Quantitative Sciences, College of Arts and Sciences, Universiti Utara Malaysia, 06010, Sintok, Kedah, Malaysia.

E-mail: [email protected]

Read full article: http://bp.bookpi.org/index.php/bpi/catalog/view/86/1225/860-1

 

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