Antecedents of Online Purchasing Intention among MBA Students: The Case of University Utara Malaysia Using the Partial Least Squares Approach

Abstract

The drastic increaseof the rate of Internet usage has greatly influenced the people's life style, in general, and the consumers' intentions towards online shopping behavior, in particular. This study was designed to focus on the social orientation and personal values and attitudes towards online shopping among the MBA students of the University Utara Malaysia which is known as the eminent management university. The model of this study was developed in the light of the Theory of Planned Behavior and the data were collected from 136 MBA students whether belong to full or part time streams of study. Using the Partial Least Squares structural equation modeling as the approach to examine the model, the statistical results confirmed the positive effect of subjective norms, attitude towards online shopping behavior and the perceived behavioral control on the online purchasing intention among the MBA students. Additionally, the positive effect of perceived reliability, experience intensity and utilitarian perception on the attitude towards online shopping behavior was confirmed by the results of the study.