Investigating the factors influence online buying behavior: a study among UUM postgraduate students

The internet has developed new distribution channel and online transaction are rapidly increasing. This has created a need to understand how the consumer perceives and affect their buying. The purpose of this study is to examine if there are any particular factors that influence the consumer buying behavior online. Primary data were collected through a survey that were conducted among the students of Universiti Utara Malaysia. Price, trust, and convenience were identified as important factors which lead to certain buying behavior in online shopping. The world wide web is rebuilding around people where social circles influence is lead to online buying. Price was considered to be the most important and affecting factor for the majority of internet consumer. Most of the consumers hesitate not to shop online, because of the insecure payment and transaction systems