Factors that Influence Customers’ Buying Intention on Shopping Online

Abstract

On-line commerce through Internet is gaining attention from students today. The aim of this research is to studythe factors influencing student’s buying intention through internet shopping in an institution of higher learning inMalaysia. Several factors such as usefulness, ease of use, compatibility, privacy, security, normative-beliefs andattitude that influence student’s buying intention were analyzed. Respondents who were selected are studying ina public institution of higher learning in Penang, Malaysia. Based on theory of reasoned action (TRA), thetechnology acceptance model (TAM) concluded that there are two salient beliefs which are ease of use andusefulness. This theory has been applied on the study to adopt technology user different and has been emerged asa model in investigation to increase predictive power. Such theory was used in this study to explain students’buying intention on-line. Besides the ease of use and usefulness, others factors such as: compatibility, privacy,security, normative beliefs and self-efficacy are utilized at this TAM. The results support seven hypotheses fromnine. Compatibility, usefulness, ease of use and security has been found to be important predictors towardattitude in on-line shopping.

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