Preference criteria for online shopping among university students

Ahamat, Amiruddin and Shahkat Ali, Muhamad Sham (2019) Preference criteria for online shopping among university students. International Journal of Electronic Marketing and Retailing, 10 (3). pp. 244-259. ISSN 1741-1025

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Abstract

We are now living in the era of technology and the use of e-commerce is increasing every day, which has become increasingly more important as most activities can be done by using e-commerce, thus aiding the business industry. The younger generation especially students nowadays spend hours on the internet. The aim of this research was to identify the preference criteria among Malaysian university students. It also identified the relationship between the independent variables (situational factors, trust and consumer trait) which were the preference criteria and the dependent variable (online shopping) among Malaysian university students. In this research, the preference criteria that drove them to shop online was analysed using the survey method distributed to 200 university students. The results of this research showed a strong correlation between online shopping and situational factors, a weak correlation between online shopping and trust, and a strong correlation between online shopping and consumer trait.

Item Type:	Article
Uncontrolled Keywords:	Online shopping, Situational factor, Trust, Consumer trait
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Norfaradilla Idayu Ab. Ghafar
Date Deposited:	09 Oct 2024 09:50
Last Modified:	09 Oct 2024 09:50
URI:	http://eprints.utem.edu.my/id/eprint/27778
Statistic Details:	View Download Statistic

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