The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior
This study was conducted to examine the consumer behavior specifically online shopping behavior of university students aged between 18 and 34 that currently pursuing their studies in University Malaysia Perlis. A total of 800 sets of questionnaires have been distributed and 662 questionnaires were r...
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my-unimap-594272019-04-10T04:35:15Z The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior Lim, Yi Jin Dr. Abdullah Osman This study was conducted to examine the consumer behavior specifically online shopping behavior of university students aged between 18 and 34 that currently pursuing their studies in University Malaysia Perlis. A total of 800 sets of questionnaires have been distributed and 662 questionnaires were returned and used for coding, analysis and testing the hypothesis. Data for all the study variables were collected through self-administered survey questionnaires and analyzed using SPSS version 18.0 and AMOS version 16.0. Structural Equation Modeling to test the model fits and hypotheses testing. The conclusion could be depicted that attitude and trust positively influenced online purchase intention and shopping behavior while perceived usefulness influenced online purchase intention and shopping behavior in negative way. It is interesting to note that subjective norm positively influenced purchase intention but negatively influenced online shopping behavior. Results also showed that purchase intention positively influenced online shopping behavior. The mediating effect of purchase intention indicated that attitude and online shopping behavior was fully mediated, subjective norm and online shopping behavior is partially mediated, whereas perceived usefulness and trust were not mediated. The results also demonstrated that the hypothesized model was fit and nine hypotheses were supported whereas four hypotheses were rejected. Sample from working adults and other variables that related to online shopping were suggested to be included in future research. Universiti Malaysia Perlis (UniMAP) 2015 Thesis en http://dspace.unimap.edu.my:80/xmlui/handle/123456789/59427 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/59427/1/Page%201-24.pdf 5e9b03256fe20adf79c5220e78d47390 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/59427/2/Full%20text.pdf 74c793772e882789732fd66e68243d82 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/59427/3/license.txt 8a4605be74aa9ea9d79846c1fba20a33 Consumer behavior Online shopping Purchase intention -- Analysis Attitude Subjective norm Trust Perceived usefulness School of Business Innovation and Technopreneurship |
| institution |
Universiti Malaysia Perlis |
| collection |
UniMAP Institutional Repository |
| language |
English |
| advisor |
Dr. Abdullah Osman |
| topic |
Consumer behavior Online shopping Purchase intention -- Analysis Attitude Subjective norm Trust Perceived usefulness |
| spellingShingle |
Consumer behavior Online shopping Purchase intention -- Analysis Attitude Subjective norm Trust Perceived usefulness Lim, Yi Jin The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| description |
This study was conducted to examine the consumer behavior specifically online shopping behavior of university students aged between 18 and 34 that currently pursuing their studies in University Malaysia Perlis. A total of 800 sets of questionnaires have been distributed and 662 questionnaires were returned and used for coding, analysis and testing the hypothesis. Data for all the study variables were collected through self-administered survey questionnaires and analyzed using SPSS version 18.0 and AMOS version 16.0. Structural Equation Modeling to test the model fits and hypotheses testing. The conclusion could be depicted that attitude and trust positively influenced online purchase intention and shopping
behavior while perceived usefulness influenced online purchase intention and shopping behavior in negative way. It is interesting to note that subjective norm positively influenced purchase intention but negatively influenced online shopping behavior. Results also showed that purchase intention positively influenced online shopping behavior. The mediating effect of purchase intention indicated that attitude and online shopping behavior was fully
mediated, subjective norm and online shopping behavior is partially mediated, whereas
perceived usefulness and trust were not mediated. The results also demonstrated that the hypothesized model was fit and nine hypotheses were supported whereas four hypotheses were rejected. Sample from working adults and other variables that related to online shopping were suggested to be included in future research. |
| format |
Thesis |
| author |
Lim, Yi Jin |
| author_facet |
Lim, Yi Jin |
| author_sort |
Lim, Yi Jin |
| title |
The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| title_short |
The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| title_full |
The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| title_fullStr |
The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| title_full_unstemmed |
The mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| title_sort |
mediating effect of purchase intention toward the relationship of attitude, subjective norm, perceived usefulness, trust and online shopping behavior |
| granting_institution |
Universiti Malaysia Perlis (UniMAP) |
| granting_department |
School of Business Innovation and Technopreneurship |
| url |
http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/59427/1/Page%201-24.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/59427/2/Full%20text.pdf |
| _version_ |
1747836836933271552 |