Factors influencing online purchasing behaviour among Universiti Utara Malaysia postgraduate students

Nowadays, the increases of internet user in Malaysia contribute to the increases of online shoppers with various level of age either consist of female and male. However, lack of trust still being first obstacle to choose online store website besides privacy and security in terms of delivery, information and product condition. Instead, statistic shoppers are not consistent increase in every month. This study aim to investigate factors influencing online purchasing behaviour among postgraduate students at Universiti Utara Malaysia, Sintok Kedah. There are 300 questionnaires distributed to postgraduate students at University Utara Malaysia,Sintok Kedah. Besides that, four variables were used consist of trust, convenience, perceived security risk and social media. In this study, descriptive analysis, reliability analysis, exploratory factor analysis, correlation analysis and multiple regression analysis were implemented. The study used Statistical Package for Social Sciences version 23. The finding reveals trust, convenience, perceived security risk and social media were significant to online purchasing behaviour. On top of that, the most influencing factor towards online purchasing behaviour is convenience and followed by perceived risk factor. This research will give references and information to future researcher and online retailer in Malaysia