Abstract

This study aims to explore the antecedents relating to the extent of both the attitude and the purchasing intention of online shopping. It examined the factors influencing consumers’ attitude toward online shopping and shopping intention from the Malaysian perspectives. From an e-commerce perspective, the understanding of the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and Technology Acceptance Model (TAM) could provide a valid basis in explaining and predicting consumers’ intention towards adopting an online shopping behavior. A purposive sampling method was used and the sample comprised of 370 students studying at a public University in Malaysia. Data were collected via self-administered questionnaire. The data were examined using frequency and path analysis. Result of path analysis showed that trust and attitude had stronger direct effect on online shopping intention, whereas utilitarian orientation, convenience, prices wider selection, and income had stronger indirect effect on online shopping intention through the attitude towards online shopping as mediation. This paper outlined the key online shopping intention and events in Malaysia and pioneered the building of an integrated research framework to understand how consumers form their attitude and make purchase intentions toward online shopping.

Key words: Intention, attitude, online shopping, consumer, Malaysia.