KEY DRIVERS OF PURCHASE INTENTION AMONG UNDERGRADUATE STUDENTS A PERSPECTIVE OF ONLINE SHOPPING

Electronic commerce is gaining attention among the university students. The aim of this research is to study the key drivers of online shopping intention among undergraduate students in Malaysia. Several factors such as perceived convenience, website attractiveness, perceived riskiness and initial trust were analyzed. The number of respondents consisted of 220which were randomly chosen from the higher learning institutions in Kedah and Perlis, Malaysia but only 200 questionnaires were obtained. The results indicated that perceived convenience, website attractiveness and perceived riskiness were found significantly influence online shopping intention but initial trust is not significantly influence online shopping intention. It was suggested that future research can be done in larger sample size which allowed for statistical analyses and models such as Technology Acceptance Model (TAM) or behavioral model could also be included in future research