Factors Affecting Students’ Perception of Online Shopping

Within this research we want to study about the factors affecting students' perception of online shopping, since in this time the internet is being used as the primary source to provide information and its application has been vastly exploited for our own conveniences. Derived from our literatures, we confirmed that the variables: (1). Convenience, (2). Ease of use, (3). Usefulness, (4). Privacy and security, and (5). Saves money, time and effort, are the main factors in affecting a student to pursue with online purchases. We use the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) as the theoretical foundations, and 200 questionnaire respondents from a private university in Malaysia as our samples. Further, we use the Descriptive Analysis, the Reliability Analysis and the Multiple Regression Analysis to process the data. We believe that the data collected is highly beneficial and valuable to students, supervisors, academics, researchers, learning institutions, business organisations and the government as we are able to gauge and understand the factors affecting students' perception of online shopping. However, our theoretical framework limiting us to focus on abovementioned four variables, and we will open several possibilities for future researches, whereby one can focus more on other influencing factors such as trust, risk, complexity, pervasive technology usage, and tech-savvy future generations.