Undergraduates and Online Purchasing Behavior

Syuhaily Osman, Benjamin Chan Yin-Fah, Bei Hooi Choo


This study examined the attitude towards online purchasing behavior and its association with socio-demographic variables, purchase perception and website quality. Purposive sampling method was used and the sample comprised of 100 students who studying at Universiti Putra Malaysia. Data were collected via self-administered questionnaire. The research results indicated that a positive purchase perception and impressive website will motivate an individual to conduct online purchasing. Gender and education attainment will also effect the online purchasing decision of an individual. In future, studies should explore other factors that influence attitude towards online purchasing behavior with a broader range of population and higher representativeness sampling method.

Full Text:


DOI: http://dx.doi.org/10.5539/ass.v6n10p133

Asian Social Science   ISSN 1911-2017 (Print)   ISSN 1911-2025 (Online)

Copyright © Canadian Center of Science and Education 

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.