Undergraduates and Online Purchasing Behavior

Abstract

This study examined the attitude towards online purchasing behavior and its association with socio-demographic variables, purchase perception and website quality. Purposive sampling method was used and the sample comprised of 100 students who studying at Universiti Putra Malaysia. Data were collected via self-administered questionnaire. The research results indicated that a positive purchase perception and impressive website will motivate an individual to conduct online purchasing. Gender and education attainment will also effect the online purchasing decision of an individual. In future, studies should explore other factors that influence attitude towards online purchasing behavior with a broader range of population and higher representativeness sampling method.