Purchase intention

Topics: Internet, Online shopping, Electronic commerce Pages: 12 (7050 words) Published: November 3, 2014

International Journal of Marketing Studies

Vol. 3, No. 1; February 2011

Factors that Influence Customers’ Buying
Intention on Shopping Online
School of Management, Universiti Sains Malaysia, Malaysia
Md. Aminul Islam
School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Malaysia Ku Amir Ku Daud
School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Malaysia Abstract
On-line commerce through Internet is gaining attention from students today. The aim of this research is to study the factors influencing student’s buying intention through internet shopping in an institution of higher learning in Malaysia. Several factors such as usefulness, ease of use, compatibility, privacy, security, normative-beliefs and attitude that influence student’s buying intention were analyzed. Respondents who were selected are studying in a public institution of higher learning in Penang, Malaysia. Based on theory of reasoned action (TRA), the technology acceptance model (TAM) concluded that there are two salient beliefs which are ease of use and usefulness. This theory has been applied on the study to adopt technology user different and has been emerged as a model in investigation to increase predictive power. Such theory was used in this study to explain students’ buying intention on-line. Besides the ease of use and usefulness, others factors such as: compatibility, privacy, security, normative beliefs and self-efficacy are utilized at this TAM. The results support seven hypotheses from nine. Compatibility, usefulness, ease of use and security has been found to be important predictors toward attitude in on-line shopping.

Keywords: Technology acceptance model, Perceived usefulness, Perceived ease of use, Attitude, Intention to shop online, University students, Malaysia
1. Introduction
Today Internet is not only a networking media, but also as transaction medium for consumers at global market in the world, and becomes dominant retailers in the future. The most necessary element of e-retail offers a direct interactive channel as well as no time definition, people and place. To shop on Internet becomes an alternative for consumers since it is more comfortable than conventional shopping which usually attributed with anxious, crowded, traffic jam, limited time, parking space and etc. Internet in Malaysia is still considered as a new medium toll between the retailers and the students as consumers, and also retaining students as consumer on e-retail is the most issue that is faced any e-retail store. To increase the understanding in this area, the question needs a correct answer. Is Malaysian student ready to embrace Internet shopping? In addition, this study wants to know the reasons, why are the students in Malaysia, particularly in a public institution of higher learning accept or refuse internet shopping application? And what are dominant predictors that influence the student’s intention to shop on internet in Penang, Malaysia? This study can help local e-retail to adjust their e-retailing strategies, by learning of this research results. Consequently, the expectation of this study is to provide relevant results to the e-retail company to engage the students to shop online. E-retailer can be more attractive to encourage the students do shopping on internet. By testing the relevance other beliefs in the context of using the internet for shopping, it can be obtained more understanding, why students in a public institution of higher learning accept or refuse e-retail as medium shopping can be gained.

The remainder of this paper is organized as follows. Section II documents literature review related to E-retailing. Section III discusses the data and methodology. Section IV presents the empirical results. The paper ends with a brief summary of conclusions.


ISSN 1918-719X

E-ISSN 1918-7203


International Journal of...

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