Determining Factors Of Online Shopping Decision Making Among One Of The Best Private University Students In Malaysia

Abstract

The purpose of the study was to determining factors of online shopping decision among one of the best private University Students in Malaysia. The research distributed an online forms survey to collect empirical data from 230 online shoppers among one of the best Private University Students by using convenience sampling. The independent variables for this study consist of enjoyment, relative advantage, risk with online purchase decisions as to the dependent variable. The reliability of the data was confirmed by the Cronbach alpha scores. IBM SPSS was utilized for data analysis. The demographic of the respondents revealed that young people are the most online shoppers while their educational qualification too also plays a role. The research findings indicate that all factors considered explanatory variables for this work positively impact online shopping decisions of consumers. The study's findings offer some emerging perspectives that could be leveraged to improve online shopping for consumers. This study if properly implemented will be of immense help in making online shopping experience a worthwhile for students and Malaysians. The study further pointed out some limitations encountered for further studies.