publication . Article . 2015

Students’ online purchasing behavior in Malaysia: Understanding online shopping attitude

Zendehdel, Marzieh; Paim, Laily Hj; Osman, Syuhaily Bint; Wright, Len Tiu;
Open Access English
  • Published: 24 Aug 2015 Journal: Cogent Business & Management (issn: 2331-1975, Copyright policy)
  • Publisher: Taylor & Francis Group
AbstractStudies examining the factors that affect the online purchasing behavior of consumers are rare, despite the prospective advance of e-commerce in Malaysia. The present study examines particular factors that influence the attitude of potential consumers to purchase online by using the attributes from the diffusion of innovations theory of Rogers, the attribute of perception of risk, and the subjective norms toward online purchasing. Consumers’ perceived risks of online shopping have become a vital subject in research because they directly influence users’ attitude toward online purchasing. The structural equation modeling method was used to analyze the dat...
free text keywords: compatibility, relative advantage, complexity, perceived risk, subjective norm, Social Sciences, H, Business, HF5001-6182, Risk perception, Purchasing, Marketing, Advertising, Diffusion of innovation theory, Structural equation modeling, Psychology, ddc:650
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