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Aims: The rapid growth in Internet access among Malaysian showed more ventures towards e-commerce activity that contributes to significant value in national growth domestic product. As technology-driven industry is normally associated with younger generations that are more technology savvy, their purchasing behavior through online shopping platform is of interest. Methodology: Undergraduate students online purchasing behavior will be assessed, and factor analysis will be adopted. Results: Result shows that there are three major factors that influence online purchasing behavior, which are the attitude towards online shopping, trust, and perceived benefit. Result also indicated that 41.9% of the respondents have been victimized by financial fraud during online transaction at least once, thus the need to educate people in managing online financial risk is a must. Conclusion: There are three factors that influence students’ attitude towards online shopping. The factors are behavior towards online shopping, trust and perceived benefit. Technological advances nowadays influence current students’ purchasing pattern that are more likely to buy products through online platforms.

Factors that Influence Online Purchasing Behavior among Students in Universiti Utara Malaysia