Title: Online Buying Behaviours of
Malaysian
Internet Savvy Students
Abstract: Internet shopping, also known as
online
shopping is a growing retail concept. With the growing number of
Internet
users in Malaysia, there are large amounts of brick-and-mortar
companies
that are slowly adapting to online business. One attractive online
buyer
segment is the Student Internet Users. This study examines the factors
that
affect Malaysian university students’ online buying behaviour. The
study
examines the effect of factors including Information Technology
Adeptness,
WUFs and Privacy & Security on online purchase decision. About 300
samples
were collected through online and offline survey. Upon filtration, 217
samples
were finalized for data analysis. Result shows majority of university
students
are spending between five to eight hours per day on the Internet.
Findings
also show that there was no gender difference to online purchasing
experience
and intention to purchase online in the future. Results reveal that
WUFs
as the most important factor that influences students’ online purchase.
Information
Technology Adeptness and Privacy & Security were also found as
significant
factors that affect Malaysian students online purchase behaviour.
Authors: Robert J. Nathan, Liew Qian Ni,
Lai
Kim Piew, Seethaletchumy Thambiah and Tan Khong Sin
