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

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