Undergraduates and Online Purchasing Behavior

Abstract

This study examined the attitude towards online purchasing behavior among UPM students. A purposive sampling method was used and the sample comprised of 100 students who studying at Universiti Putra Malaysia (UPM). Data were collected via self-administered questionnaire. The questionnaire consisted of four sections: respondents’ socio-demographic background, attitude, purchase perception and website quality. Results indicated that majority of respondents had moderate level of purchase perception and website quality towards online purchasing. Pearson correlation was used to measure the relationship between age, purchase perception, website quality and attitude towards online purchasing behavior. The finding revealed that purchase perception and website quality were significant relationship with attitude towards online purchasing behavior. However the finding showed that age has no significant relationship with attitude towards online purchasing behavior. The result of the study showed that there was a significant difference in attitude towards online purchasing behavior by gender and education background. The study concluded that gender, education background, purchase perception and website quality have directly influence on attitude towards online purchasing behavior. Further studies should explore other factors that influence attitude towards online purchasing behavior with a broader range of population and higher representativeness sampling method.