Abstract:

Internet shopping, also known as online shopping is a growing retail concept. With the growing number of Internet users in Malaysia, there are large amounts of brick-and-mortar companies that are slowly adapting to online business. One attractive online buyer segment is the Student Internet Users. This study examines the factors that affect Malaysian university students’ online buying behaviour. The study examines the effect of factors including Information Technology Adeptness, WUFs and Privacy & Security on online purchase decision. About 300 samples were collected through online and offline survey. Upon filtration, 217 samples were finalized for data analysis. Result shows majority of university students are spending between five to eight hours per day on the Internet. Findings also show that there was no gender difference to online purchasing experience and intention to purchase online in the future. Results reveal that WUFs as the most important factor that influences students’ online purchase. Information Technology Adeptness and Privacy & Security were also found as significant factors that affect Malaysian students online purchase behaviour.