Factors influence online buying behavior on online shopping: A study among UUM postgraduate students

• Main Author: Su'aidah, Abdullah
• Format: Thesis
• Language: English; English
• Published: 2016
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/5936/1/s817829_01.pdf; https://etd.uum.edu.my/5936/2/s817829_02.pdf; https://etd.uum.edu.my/5936/
• Institution: Universiti Utara Malaysia

The internet has develop new distribution channel and online transaction are rapidly increasing. This has created a need to understand how the consumer perceive and effect their buying. The purpose of this dissertation is to examine if there is any particular factors that influence the consumer buying behaviour online. Primary data was collected through a survey that were conducted on students of Universiti Utara Malaysia. Price, trust, convenience, website quality and security were identified as important factors which lead to certain buying behavior in online shopping. The world wide web is rebuild around people where social circles influence is lead to online buying. Price, trust, convenience, web design and security have been identified as important factors. Price was considered to be the most important and affecting factor for the majority of internet consumer. Most of the consumers hesitate not to shopping online, because of the insecure payment and transactions systems.