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Understanding student's online shopping behaviour: A study among undergraduate students in UUM

Fatin Alia, Shahar (2016) Understanding student's online shopping behaviour: A study among undergraduate students in UUM. Masters thesis, Universiti Utara Malaysia.

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The purpose of this study is to analyze factors that influence student's behavior towards online
shopping. Students are one of the target markets towards the online retailer as they have money and interest. Most of these students are not working and most of them are provided with the educational loans. However, there are circumstances that they should not involve in online shopping due to many invalid transaction such h u d and theft. This could cause them of the financial loss. There are two theories that used in this study which are Technology Acceptance Model and Theory of Planning Behavior. The independent variables suggests by the researcher in this study is ease of use, perceived usefulness, brand orientation and website design. To investigate these hypotheses, 350 questionnaires distributed among the undergraduate students of
School of Business Management. Finally regression analysis was used on data in order to test
hypothesizes of study. This study can be considered as an applied research £tom purpose perspective and descriptive-survey with regard to the nature and method (type of correlation). The study identified that all the independent variables are correlate with the dependent variable.

Item Type: Thesis (Masters)
Supervisor : Ishak, Khairol Anuar
Item ID: 6004
Uncontrolled Keywords: online shopping, behavior, ease of use, perceived usefulness, brand orientation, website design, undergraduate students.
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: School of Business Management
Date Deposited: 24 Jan 2017 16:53
Last Modified: 05 Apr 2021 02:17
Department: School of Business Management
Name: Ishak, Khairol Anuar
URI: https://etd.uum.edu.my/id/eprint/6004

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