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Factors Effecting Online Purchasing Among Students at University Malaysia
Terengganu.
Nurul Anis Sabrina Sobri
Supervisor: Dr. Sarina Ismail
Bachelor of Management (Marketing)
School of Business and Maritime Management
Rapid development of internet service has provided other opportunities for online retailer
to market and sell their products. The aim of this research project is to identify the factors
that influence students to shopping online. In addition, to determines the relationships
between the independent variables (trust, price and convenience) and dependent variable
(factors that influence students to shopping online). Primary data were collected through
survey questionnaire with 373 respondents among undergraduate and postgraduate
student. Through the SmartPLS (PLS) data collected are able to be analyzed and results
are discussed in the form of table and chart. The results show that 5 hypotheses are
significant that support the findings. As expected, there are significant relationship
between the independent variables (trust, price and convenience) and dependent variable
(factors that influence students to shopping online). Lastly, a clear understanding of
consumer online shopping behaviour can help online retailer to evaluate the future growth
of online commerce. At the end of studies, several recommendations will be presented in
this study.
Keywords: electronic commerce, online shopping, student, influencing factors
1554 | UMT UNDERGRADUATE RESEARCH DAY 2018