Measuring Subjective Norms of Online Shopping Behavior: Evidence from Developing Country

Abstract

The use of online shopping is expected to be able to reduce the spread of covid 19. The use of online shopping will reduce face-to-face encounters in shopping activities for daily needs. However, if the online system does not draw users' interest, the system will not be used optimally. Therefore this study aims to identify the influence of subjective norms in explaining the intention to use online shopping in Malaysia. This research is quantitative in nature and uses a form of non-probability sampling. The survey respondents were 280 individuals. The instruments used in this study have been borrowed from previous researchers. The results of the analysis showed that the model was capable of explaining as much as 26% of the variance. Subjective norms were found to have a positive and significant influence on the intention to use online shopping.