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Abstract of thesis presented to the Senate of Universiti Putra Malaysia in fulfilment of therequirement for the degree of Doctor Philosophy
FACTORS AFFECTING STUDENTS' ONLINE SHOPPING ATTITUDE ANDPURCHASE INTENTION
By
NARGES DELAFROOZSeptember 2009Chairman : Associate Professor Laily Paim, PhDFaculty : Human Ecology
The ever-increasing use of the Internet in Malaysia provides a developing prospect for E-marketers. Such marketers’ awareness of the factors affecting Malaysian’s shopping attitudesand intentions is crucial to further develop their marketing strategies in converting potentialcustomers into active ones, while maintaining the existing online customers.Purchase intention is an important determinant of online shopping behavior and represents thebest estimates of future behavior available to market researchers. From an e-commerceperspective, understanding of the Theory of Reasoned Action, Theory Planned Behavior, andTechnology Acceptance Model could provide a valid basis for explaining and predictingconsumers’ intentions towards adopting online shopping behavior.iii

This study sets out to examine the factors influencing students’ online shopping attitudes andintentions at Universiti Putra Malaysia (UPM) through a five-pint Likert scale self-administeredquestionnaire. The instrument has demonstrated acceptable levels of internal consistency,reliability, and content validity according to previous documented studies. A sample of 370students was selected among postgraduate students at Universiti Putra Malaysia. Descriptiveanalysis, Pearson correlation, partial correlation, multiple regression, and path analysis wereemployed to achieve the objectives of the study.The results of the study showed that the level of online shopping intention was relatively highand direction of attitude towards online shopping was positive among the postgraduate students.Moreover, it was found that utilitarian orientation and hedonic orientation, perceived benefitsand demographic characteristics (gender, age, and income) were significantly and positivelycorrelated with the attitude towards online shopping. In addition, the result revealed that theperceived behavioural control and attitude were significantly and positively correlated withonline shopping intention. Finally, the finding identified that the trust in the construct of perceived behavioural control and attitude had higher direct effect whereas utilitarian orientation,convenience, prices and wider

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