FACTORS INFLUENCING THE ONLINE SHOPPING BEHAVIOUR OF

STUDENTS IN UNIVERSITI TUNKU ABDUL RAHMAN (UTAR),

KAMPAR CAMPUS

CHAI KAR YEN 15AAB04577

LEE YONG WEI 14AAB04161

PEH JING TING 14AAB03964

YAP HEW YENG 15AAB05265

RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REEQUIREMENTS OF

BACHELOR OF COMMUNICATIONS (HONS) PUBLIC RELATIONS

UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ARTS AND SOCIAL SCIENCE

MARCH 2018
 DECLARATION

We hereby declare that:

(1) This undergraduate research project is the end result of our own work and that due
acknowledgement has been given in the references to ALL sources of information be they
printed, electronic, or personal.

(2) No portion of this research project has been submitted in support of any application for any
other degree or qualification of this or any other university, or other institutes of learning.

(3) Equal contribution has been made by each group member in completing the research project.

(4) The word count of this research report is 18710 words.

Name of Students Students ID Signature

Chai Kar Yen 15AAB04577 ______________________

Lee Yong Wei 14AAB04161 ______________________

Peh Jing Ting 14AAB03964 ______________________

Yap Hew Yeng 15AAB05265 ______________________

Date: 28th March 2018

 ACKNOWLEDGEMENT

We acknowledged the importance of UAMP 3013 (Final Year Project 1) and UAMP 3023
(Final Year Project 2) by providing us a chance to investigate thoroughly the specific area of
the research which is relevant to the communication field. Apart from that, we are able to
sharpen our skills include analytical skills, critical thinking, problem solving skills, and so on
which are very crucial and beneficial for our future use.

We would like to take this opportunity to express our sincerest gratitude to everyone who has
contributed, in one way or another, to enable us to complete this final year project.

First and foremost, we would like to thank our supervisor, Ms. Aruna Raj a/p Devarajoo. It is
both our pleasure and honour to have her as our supervisor. Without her guidance throughout
our research, we would not be able to successfully complete this project. We really thank her
for the sacrifices she made in order to meet with us and sort out all the problems that we faced
while completing this project.

Furthermore, we would like to appreciate the unending love from our family and friends. Their
support and motivation gave us the reason we need to continue putting in all our effort into this
project despite facing many challenges. This is definitely one of the factors that contributed to
the success of this project.

Lastly, we would like to thank the respondents for their cooperation and willingness to give us
a few minutes of their time to fill up our questionnaires.

Lastly, we would like to thank to Universiti Tunku Abdul Rahman (UTAR), for giving us the
opportunity of doing this research. In addition, it did providing us the access to various useful
online database as well as library resources in completing our research project. With these
facilities, we able to complete our report comprehensively.
 APPROVAL FORM

The research report attached here to, entitled “Factors Influencing the Online Shopping
Behaviour of Students in Universiti Tunku Abdul Rahman (UTAR), Kampar Campus” was
presented and submitted by Chai Kar Yen, Lee Yong Wei, Peh Jing Ting, and Yap Hew Yeng
in fractional fulfilment of the requirement for the Bachelor of Communication (Hons) Public
Relations is hereby acknowledged and accepted.

________________________ Date: ___________________

Supervisor

Ms.Aruna Raj a/p Devarajoo

 LISTS OF TABLE

Pages

Table 2.4 : Operational Definition of Variables 22-24

Table 3.3 : Cronbach’s Alpha Coefficient Values for Pilot 36
Test
Table 3.7.1.1 : Cronbach’s Alpha Coefficient Values for 41
Reliability Test
Table 3.8.3.1 : Pearson Correlation Coefficient 42-43
Table 4.1.1 : Survey Respondents by Gender, Age, Faculty and 44
Foundation Program
Table 4.1.1.1 : Survey Respondents by Frequency, Duration, 45-46
Estimated Expenditure of Online Shopping and
Types of Items Purchases Online
Table 4.1.2 : Central Tendencies Measurement of Constructs 46-47
Table 4.2.1 : Normality Test 47-48
Table 4.3.1 : Pearson Correlation Coefficient 49
 LIST OF FIGURES
Pages

Figure 2.0 : Conceptual Model of Theory of Planned 11

Behaviour (TPB)
Figure 2.3 : Proposed Research Framework 22
 LIST OF APPENDICES

Appendix A : Daily Internet Usage Rate in Malaysia by Age Group

Appendix B : Global Abandonment Rates (2010-2016)
Appendix C : Global Abandonment Rates
Appendix D : Calculation of Abandonment Rates
Appendix E : Slovin’s Formula
 LIST OF ABBREVIATIONS

TRA Theory of Reasoned Action

TPB Theory of Planned Behaviour
PR Perceived Risks
PB Perceived Benefits
SN Subjective Norms
PBC Perceived Behavioural Control
IV Independent Variable
DV Dependent Variable
MV Mediation Variable
 CONTENTS
Pages
Abstract
Chapter 1: Introduction
1.0 Background of Research 1-2
1.1 Statement of Problem 2-8
1.2 Research Questions 8
1.3 Research Objectives 8
1.4 Significance of Study 9-10

Chapter 2: Literature Review

2.0 Theoretical Framework 11-12
2.1 Definition of Constructs 13
2.2 Review of Past Studies 14-21
2.3 Proposed Conceptual Framework 22
2.4 Operational Definition of Variables 22-24
2.5 Background of Online Shopping 24-31

Chapter 3: Research Methodology

3.0 Research Design 32
3.1 Research Method 32-33
3.2 Population, Sample and Sampling Procedures 33-36
3.3 Pilot Test 36-37
3.4 Data Collection Method 37
3.5 Research Instrument 37-38
3.6 Ethical Consideration 39-40
3.7 Validity and Reliability of Instrument 40-41
3.8 Data Analysis Techniques 42-43
Chapter 4: Data Analysis
4.0 Introduction 44
4.1 Descriptive Analysis 44-47
4.2 Scale Measurement 48-49
4.3 Inferential Analysis 50-51

Chapter 5: Discussion, Implications and Conclusion

5.0 Introduction 52
5.1 Summary of Statistical Analysis 52-53
5.2 Discussion on Major Findings 54-60
5.3 Implications of Study 60-62
5.4 Limitations of Study 62
5.5 Recommendations for Future Study 63
5.6 Conclusion 64
Abstract

Recently, National Consumer Complaints Centre (NCCC) found out that there are more and
more online shopping users become the victims of unscrupulous online merchants in Malaysia.
There were 7,692 complaints and amounting to a loss of RM4 million which were reported at
NCCC’s Annual Consumer Complaints Report 2015. However, online shopping is still an
uptrend in Malaysia. According to Malaysia e-commerce insight, there were 15 million of
Malaysian are actively on using online shopping and Generations Y are the most active online
users. Therefore, this study examines the factors influencing the online shopping behaviour of
students in Universiti Tunku Abdul Rahman (UTAR), Kampar campus. The targeted
respondents of this research are foundation students and undergraduates in UTAR, Kampar. A
conceptual framework is proposed by applying the constructs of Theory of Planned Behaviour
(TPB) including attitudes, subjective norms, perceived behavioural control, intention and
behaviour and two additional factors which are perceived risks and perceived benefits adopted
from the past empirical studies. Purposive sampling which is categorized as one of the non-
probability sampling has been selected as the sampling method for this study. The research
method of this study is quantitative research and this study is a cross-sectional study as the data
is obtained all at once. A pilot test will be carried out before the distribution of actual
questionnaires to the respondents to ensure the reliability of the variables and improve the
quality of the questionnaires. Total of 390 questionnaires will be distributed to the respondents.
Descriptive analysis, Pearson Correlation Coefficient (PCC) and Multiple Linear Regression
(MLR) are used to analyse the data collected.

Keywords: e-commerce, online shopping, university students, online scams

CHAPTER 1: INTRODUCTION

This chapter consists of the background of research, statement of problem, research

questions, research objectives and significance of study.

1.0 Background of Research

In this era of globalization, internet has been growing rapidly all over the world. According
to The Statistics Portal, there are over 3.5 billion of users accessed to the internet in year 2016.
It indicated that there were 45 percent of the global populations were active in using internet
(Internet usage worldwide-Statistics & Facts, n.d.). The development of internet has
revolutionized the traditional business as well as the people’s lives. People rely on the internet
as it plays a significant role in their daily life. There are numerous people take internet as an
essential tool in their daily life socially, economically and even emotionally. They can access
to the internet via smartphones, laptop, computer and other devices (Ambad, Kalimin & Yusof,
2017). Their reliance on the internet is not only for working or study purposes, but also seeking
for news or entertainment (Wilson, Leong & Hong, n.d.). Internet also becomes an important
platform for the organizations to communicate and deliver their products and services to the
consumers. The high accessibility of internet may increase the likelihood of consumers to
purchase the goods and services through online (San, Omar & Thurasamy, 2015).

Online shopping is defined as the process of people buying services or products through
the internet (Oxford, 2018). It is generally known as “E-commerce” that provides a platform
for people to buy services or products from the marketers through internet (Muda, Mohd &
Hassan, 2016). E-commerce is also known as “E-business” that consists of a very wide business
area on internet. It involves different parties like distributors, suppliers and consumers to make
a business deal through online. The whole process of E-commerce can be manually done by
using internet, computer and information technology and communication in order to create an
interaction between the consumers and retailers. E-commerce is crucial in expanding the trade
relations to the worldwide through internet as it not only focuses on transaction, but it also
consists of various financial activities and different business aspects of trade. E-commerce has
a wide scope of stakeholders including vendors, sellers, buyers, customers, governments,
traders and so on (Omar & Anas, 2014).

E-commerce leads online shopping to become a new trend among the people in the world.
According to The Statistics Portal, there are over 1.61 billion of users purchasing merchandise
through online in the global context in 2016 (Online-Shopping and E-Commerce worldwide:
Statistics & Facts, n.d.). In Malaysia, there are approximately 22 million which consists of 68 %
of the populations are using internet actively (Malaysia Country Commercial Guide, 2017).
Besides, high rates of E-commerce usage is found among the Malaysians. According to
Export.gov, there are 15.3 million shoppers with the 50 % of the populations in Malaysia. It is
found that most of the Malaysians online shoppers are motivated by the price advantages,
availability of reviews and product range on the online stores. Furthermore, they are also
attracted by the offers from online stores such as convenience, free shipping, and other
exclusive deals to purchase more product on the online stores (Malaysia Country Commercial
Guide, 2017). One of the online store examples is “Zalora”. It is a rising online shopping
websites among the internet users that is offering transactions and purchasing through the
internet (Murad & Salleh, 2014).

Online shopping is a platform for consumers to purchase goods and services by

communicating directly with the sellers through the internet. Most of the consumers choose
online shopping is because they can easily access to the internet and it is time saving. It is very
convenient while informative as the users can save their time and obtain the product
information like reviews of the particular products before any purchase (Muda, Mohd &
Hassan, 2016).The younger generation is not only familiar with e-commerce, but they are also
capable of getting information faster. Therefore, the online shoppers tend to be younger
generation nowadays (Kim & Ammter, 2008).

Thus, this research identify the factors that influence the online shopping behaviour of
students as students are the heavy internet users and active online shoppers as compare to other
generations (Seock & Bailey, 2008).

1.1 Statement of Problem

Online shopping is a trend in Malaysia. The development of Internet technology enables
the Malaysian consumers to purchase goods or services through online. The consumers usually
search the information of the product and buy their preferable merchandise over the Internet
(Kwek, Tan & Lau, 2010). However, online shopping is found to arise some issues such as
online scams and high abandonment rates.

There are over 1.61 billion people worldwide purchasing products and services through
online in 2016 (Online-Shopping and E-Commerce worldwide: Statistics & Facts, n.d.).
However, the revolution of technologies and internet has been a huge platforms and good
opportunities for Fraudsters to commit old and new type of frauds (Smith, 2010). The diversity
of online fraud is a major problem that is faced by many countries in recent years. There were
millions of victims had committed in a wide diversity of scams no matter in full or part of
online (Button, Nicholls, Kerr & Owen, 2014). The Australian Competition and Consumer
Commission (ACCC) reported that there are more than 1000 online scams were received and
its worth amounting more than $150,000 in 2017 (Don't get scammed by a fake online store,
2017).

ACCC’s Scamwatch service reported that online shoppers in the age range of 18 to 24 age
was the largest group on the cases that losing money to online shopping scammers. The Deputy
Chair of ACCC, Delia Rickard stated that online scammers noticed that Australians love online
shopping and they take it as advantage to create a fake online shopping website that contains
of professional-looking design and steal the logos that look exactly like genuine online stores
(Don't get scammed by a fake online store, 2017) .

In Malaysia, National Consumer Complaints Centre (NCCC) found out that there are
countless online shopping users become the victims of unscrupulous online merchants as they
tend to purchase goods and services through internet nowadays (Pillay, 2017). According to
technology news reported by NewStraitsTime, there were 7,641 complaints from NCCC
regarding to e-commerce sector in 2014. Comparing to the total complaints in 2015, there were
7,692 complaints and a loss of RM4 million which had been reported at NCCC’s Annual
Consumer Complaints Report 2015. According to the CCC legal and policy executive Shabana
Naser Ahmad, she stated that the online scamming is the majority complaints as compared to
product and service delivery or quality (Pillay, 2017).

The online fraud involves the activity of buying products through online, internet banking
transactions, phishing and scams which is stated by Science, Technology and Innovations
Minister Datuk Seri Madius Tangau (Online cheating cases up last year, says minister, 2017 ).
He also mentioned that the most cases reported in Malaysia during the last five years were
online frauds. There were a total of 3,921 cases regarding to online frauds in 2016 as compared
with 3,257 cases in 2015 according to CyberSecurity Malaysia (Malaysia Is Becoming a Global
Hub for Online Scams, Will You Be The Next Victim?, 2015). The growth of online fraud
cases has been escalating along with the development of Internet and related technologies (Xiao
& Benbasat, 2011). In fact, everyone who involves in the activity through online will easily
fall prey to online frauds. Online shoppers and the people who are active on online forum may
encounter a higher risk of online fraud victimisation (Wilsem, 2011). Therefore, it can be
believed that there are many victims involving in the cases of online frauds among the
Malaysians. However, the police reports have not be lodged (CyberSecurity, 2015).

Recently, there was an online shopping scam case happened in Malaysia. According to
NewStraitsTime, there was a foreign student currently studying in Malaysia who had emailed
to the National Consumer Complaints Centre (NCCC) regarding to the cases of online scam.
He mentioned that he purchased a mobile phone from a retailer through the online website. He
agreed the deal with one-third of the original price of the smartphone. However, he realised
that the phone that he received was faulty when he returned to his home country after few
months later. Then, he brought the phone to the authorised agent in order to repair it. However,
they could not help him because the phone was fake. He was shocked and realized that he fell
to the trap from the online scammers (Pillay, 2017).

Although there are a lot of cases regarding to online scams occurred, however, online
shopping is still an uptrend in Malaysia (Vijaindren, 2017). According to Malaysia e-commerce
insight, there are 15 million of Malaysian are active in using online shopping. Out of millions
of the online shopping users, Generations Y are the most active online users as compared to
others. The graph chart below shows that the daily internet usage into age groups among
Malaysian. Obviously, the age group under 25 contributed to the highest percentage of daily
internet usage which is 93 % as compared to other age groups. Users who are aged between 25
to34 also dominate about 88% in the daily usage of internet (Malaysia ECommerce Insights,
n.d.). The age group of 20-29 has the highest percentage of daily internet usage as compares to
other age groups (Pillay, 2017).
 Appendix A

Source: Malaysia ECommerce Insights

According to credit card.com, it stated that online shopping has become the norm for
many consumers. Online shopping will cause online users to debt if they do not shop wisely.
Executive director at Consolidated Credit Counseling Services, Jeffrey Schwartz mentioned
that consumer may easier spend impulsively without much though compared to paying with
cash in an actual store (Workman, 2014). From the statement above, it indicates that online
shopping may bring a lot of impacts to the students. However, Generation Y is still the most
active online shopping users in the worldwide. Stated by New Straits Times (2017), United
Overseas Bank Limited (UOB) Malaysia found that there is a growth of 38 percent in online
spending in the first six months in 2016 .The Generation Y was the majority contributors who
had spent for 1.4 times more than other generations (Vijaindren, 2017). Generation Y (broadly)
is known as the people who were born from 1981 to 1999 (Bolton, Parasuraman, Hoefnagels,
Migchels, Kabadayi, Gruber, Loureiro & Solnet, 2013). Generations Y is categorized as
technologically-savvy as they were born form the digital age and they are more likely to use
media for their daily basis (Muda, Mohdb & Hassan, 2016).

Thus, this research determines the factors that influence the online shopping behaviour
of students in Universiti Tunku Abdul Rahman (UTAR), Perak campus due to Generation Y
has still made up the majority of the online shoppers although there are so many online scams
reported around and impact them negatively.

Furthermore, according to technology news reported by The Star Online, there were
about 93% of consumers from South-East Asia (SEA) had regular frequencies to make online
purchases, surveyed by PwC’s Total Retail Survey in year 2016 (Mahalingam, 2016).
According to The Statistic Portal, US$1,076m was the revenue that reached by Malaysia in the
“E-Commerce” market in year 2017 (ECommerce Highlights Malaysia, n.d.). The significant
growth of the statistic given shows that online shopping is in an uptrend among the Malaysian.
PwC senior executive director, Scott Constance mentioned that consumers in Malaysia
generally research electronic products through online. However, they prefer to purchase
electronic products at store instead of online (Mahalingam, 2016). It shows that Malaysian do
not really purchase items or products through online although they have a high usage of online
shopping. Based on the Malaysian Communications and Multimedia Commission (MCMC)
Internet Users Survey 2016, although there are 10.3 per cent of the online shopping users
engaged in browsing the online shopping platform, however, they did not make actual
purchases (Pillay, 2017). This leads to the phenomenon of online shopping cart abandonment
happened among the Malaysian. Shopping cart abandonment can be defined as the act of
consumers placing the prefer items in their online cart but without making any actual purchase
(Close & Kukar-Kinney, 2010).

From the past researcher studies, there were 88% of online shoppers who had
abandoned their electronic carts in the past from the industry studies report (Close & Kukar-
Kinney, 2010). It signifies that the problem of abandonment of online shopping cart has
occurred since last 10 years. According to the data from Sale Cycle, it illustrates that
abandonment rates have continued to increase in recent years globally.

Appendix B

Source: Sale Cycle

 Appendix C

Source: Sale Cycle

According to the data from remarketing firm SaleCycle, it shows that the online
shoppers in Asia Pacific (APAC) in which about 76.3 % of people have abandoned their online
transaction among the measurement of cart abandonment and remarketing data from over 500
global retail, fashion brands and travel which is the highest rate. It can be proven that online
shoppers in APAC are most likely to abandon the transaction as compared to others in the
world. The chief revenue officer for APAC, SaleCycle, Chris Binkworth mentioned that online
shoppers nowadays tend to abandon their transactions due to the overall customers experiences
(Hicks, 2016).

In Malaysia, there were about 46.1 % of cart abandonments occurred at the payment
stage which was stated by the Andrew Meola who signed as the new partnership recently in
Kuala Lumpur, Malaysia in 2016. Besides, the significance of user experience is not
acknowledged by most of the companies in Malaysia as mentioned by Eng Sheng Guan, the
chief executive officer of MOLPay. This may lead to the retailers to the failure of securing
more customers and closing as many deals as they should (Kumar, 2017). Thus, this research
aims to understand the reasons of abandonment of online shopping cart occurred among the
students (Kukar-Kinney & Close, 2009).

Human behaviour is complexity and difficult to be explained in details (Ajzen, 1991).

Based on the problem statement, although there are a number of cases of online scam or fraud,
yet there are still many people are willing to purchase products online. This may lead to the
researchers to do in-depth insight into what factors have driven the online consumer’s
behaviour. Besides, the increase of abandonment of online shopping cart cases are also driven
by the behaviour of the customers (Hicks, 2016). Therefore, Theory of Planned Behaviour
(TPB) is the most suitable theory to be used in this research because the constructs of the theory
are very suitable in explaining and predicting an array of human behaviours (Martin, Usdan,
Nelson, Umstattd, LaPlante, Perko, & Shaffer, 2010).

1.2 Research Questions

1. What is the relationship between attitudes and online shopping behaviour of students in
UTAR, Perak campus?
2. What is the relationship between subjective norms and online shopping behaviour of
students in UTAR, Perak campus?
3. What is the relationship between perceived behavioural control and online shopping
behaviour of students in UTAR, Perak campus?
4. What is the relationship between perceived risks and attitudes of online shopping of
students in UTAR, Perak campus?
5. What is the relationship between perceived benefits and attitudes of online shopping of
students in UTAR, Perak campus?

1.3 Research Objectives

1. To determine whether attitudes influence the online shopping behaviour of students in

UTAR, Perak campus.
2. To determine whether subjective norms influence the online shopping behaviour of
students in UTAR, Perak campus.
3. To determine whether perceived behavioural control influences online shopping behaviour
of students in UTAR, Perak campus.
4. To determine whether perceived risks influence the attitudes of online shopping of students
in UTAR, Perak campus.
5. To determine whether perceived benefits influence the attitudes of online shopping of
students in UTAR, Perak campus.
1.4 Significance of Study
Although there is a significant rise of online scams cases, however there are still many
online shopper users especially the Generation Y including the university students tend to use
online shopping channels rather than the traditional shopping channels in purchasing
merchandise and services. Thus, it is crucial to know their online shopping behaviour in order
to find out the why they are still willing to take risk to shop online even though online scam is
a growing issue. Having an in depth understanding of the students’ online shopping behaviour
can aware them about online scams and prevent them to become the victims of the online scams.
For example, if the student adopting the online shopping channel due to the perceived benefits
of online shopping, it may easily lead them to become one of them victims of online scams as
they might have ignored the perceived risks of online shopping (Seock & Bailey, 2008). Hence,
understanding the factors that influence their online shopping behaviour can educate the
students to become a wise online shoppers such as evaluating sources of the product
information and its credibility before making purchases.

Besides, the research findings can benefit the online shopping retailers and marketers in
improving and implementing their e-commerce marketing strategies and plans. This is because
the findings of this research will offer an in depth understanding of online shoppers’ behaviour
by identifying the effects of various variables including perceived risks, perceived benefits,
attitudes, subjective norms and perceived behavioural control. Thus, it helps the online
shopping retailers to develop and execute an effective marketing plan. Eventually, it could be
useful to overcome the high abandonment rates. This is due to if the online shopping retailers
understand the actual factors that lead to high abandonment rates, they can solve the problems
by using the correct approaches. It is important for marketer to understand students’ online
shopping behaviour because students are the most potential customers to make online purchase
due to they would willing to spend hours daily online (Seock & Bailey, 2008). Stated by Razeni
& Amin (2013), understanding customer behaviour allows the marketers to design effective
marketing strategies. Hence, by developing a correct marketing plan may attract the university
students to make actual purchase and decrease the high abandonment rates.

Lastly, this research can be served as a reference to other researchers for further studies
regarding the relationship between the factors and online shopping behaviour of university
students. It is because the findings can provide an in-depth insight about the factors that
influence students’ online shopping behaviour. The findings may also further confirm the
results of the previous research if the findings are synchronized with the results of the past
empirical studies. More importantly, this study may enriches people’s knowledge of university
student’s online shopping behaviour.
CHAPTER 2: LITERATURE REVIEW

This chapter includes the theoretical framework, definition of constructs, review of past
studies, proposed conceptual framework, operational definition of variables and background of
online shopping.

2.0 Theoretical Framework

Conceptual Model of Theory of Planned Behaviour (TPB)

Figure 2.0

Source: Ajzen (1991)

Theory of Planned Behaviour (TPB):

Theory of Planned Behaviour (TPB) is known as the extension of the Theory of

Reasoned Action (TRA) which was formulated by Icek Ajzen (Ajzen, 1991). This extension is
due to the TRA has limitation in dealing with voluntary behaviour while TPB suggested that
behaviour is not completely under control thus a voluntary action (Ajzen, 1991). TRA was
extended into TPB by additionally including a new conceptual element which is Perceived
Behavioural Control (PBC) (Javadi, Dolatabadi, Nourbakhsh, Poursaeedi & Asadollahi, 2012).

According to Ajzen (1991), there are three variables of intention and behaviour include
attitude, subjective norms and perceived behavioural control (PBC). These prerequisites of
intention can predict one’s intention to engage in a certain behaviour (Ajzen, 1991). In another
words, intention is formed by the combination of the attitude, subjective norms and perceived
behavioural control and eventually intention influences the person’s behavioural change
(Health Communication Capacity Collaborative, n.d.). Attitude towards behaviour and
subjective norms are the factors that impact intention that play a central role to execute a given
behaviour. In addition, perceived behavioural control will affect the intention and move toward
the actual behaviour (Gotland, 2011).

TPB is a more applicable behavioural change model as Ajzen proposed that if an

individual has actual control over the behaviour, he or she is assumed to engage in the certain
given behaviour (Ajzen, 1991). Therefore, an individual will conduct the certain behaviour if
he or she has a more positive attitude and subjective norm, higher perceived behavioural control
and intention (Ajzen, 1991).

In TPB, there are three types of beliefs that have the tendency in guiding behaviour of
human include behavioural beliefs, normative beliefs and control beliefs (Health
Communication Capacity Collaborative, n.d.).

Behavioural beliefs, normative beliefs and control beliefs are the three underlying
determinants of the three constructs to guide the human behaviour. Behavioural beliefs is a
person’s belief about the final result of a certain behaviour (Ajzen, 1991). Behavioural beliefs
result in favourable or unfavourable attitude towards the behaviour (Health Communication
Capacity Collaborative, n.d.). Normative belief is a certain behaviour of an individual that can
be influenced by other factors (Ajzen, 1991). Normative beliefs will produce subjective norms
(Health Communication Capacity Collaborative, n.d.). While control beliefs is a person’s belief
towards the presence of circumstances that will help or prevent a performance of behaviour
(Ajzen, 2001). It creates a behavioural control by influencing the performance of the behaviour
(Health Communication Capacity Collaborative, n.d.).

The constructs of TPB will be discussed further in review of past studies in this chapter.
2.1 Definition of Constructs of TPB:

2.1.1 Attitudes

Attitude is a psychological variable that shows a person’s readiness whether to engage

in a particular act (Jung, 1971). It is an emotional factor or personal factor that may
affect an individual’s positive or negative manner and hence influence their behaviour
(Sultan & Uddin, 2011).

2.1.2 Subjective Norms (SN)

It refers to the consumers’ perception are influenced by some significant factors such
as media, peers, family and authority figures (Javadi et al, 2012).

2.1.3 Perceived Behavioural Control (PBC)

Perceived behavioural control is perceived as whether difficulty or easily for an

individual to perform a particular behaviour (Sultan & Uddin, 2011).

2.1.4 Intention

Intention is defined as indicator of an individual’s readiness to conduct a certain

behaviour. It is about how willing the people will try and how much efforts they will
plan in performing the behaviour (Ajzen, 1991).

2.1.5 Behaviour

Behaviour is acknowledged as the way in which an individual behaves in response to a

particular situation or stimulus (Oxford Dictionaries, 2017).
2.2 Review of Past Studies

2.2.1 Attitudes

Since mid-1970s, consumers’ attitude had been related with the study of consumer
purchasing behaviour (Javadi et al., 2012). It is because attitude is the predictor that
drives the behaviour intention and hence influences individual’s behaviour (George,
2004). Moreover, attitude is an important element to explain and predict the choices of
consumers on products and services (Ho, 2013, Voon et al, 2011 & George, 2004). In
others words, an individual’s preferences or behaviours can be identified by
understanding their attitudes (George, 2004). As defined by Jung (1971), attitude is a
psychological variable that shows the readiness of a person whether to engage in a
particular act. It depends on the people’s negative or positive evaluation about the
certain behaviour (Ajzen, 1991). It indicates that attitude reflects peoples’ positive or
negative feeling towards a given behaviour (Javadi et al., 2012). In a nutshell, attitude
towards behaviour can be defined as an emotional factor or personal factor that may
affect an individual’s positive or negative manner and hence influence their behaviour
(Sultan & Uddin, 2011). It is a predictor of intention and lastly affects the actual
behaviour of an individual (Ho, 2013).

Attitudes are divided into two dimensions which are hedonistic dimension and
utilitarian dimension according to Voss, Spangenberg & Grohmann (2003),
Spangenberg, Voss & Crowley (1997) and Batra & Ahtola (1990). For hedonistic
dimension, consumption of behaviour is due to awaking, happiness, enjoyment and
sensuality (Tsydybey, 2014). In short, the hedonistic consumers love to online shopping
is because they enjoy the process of online shopping (Tsydybey, 2014). Shopping is not
about completing a task for them (Dardenm & Griffin, 1994 & Bloch & Bruce, 1984).
In contrast, utilitarian consumers’ shopping behaviour is due to fulfilling certain goals
or tasks (Tsydybey, 2014). For utilitarian dimension, task or mission, acquired benefits,
completion of task, effectively completion of task are the things that mainly concerned
by these utilitarian consumers (Tsydybey, 2014). Both of the hedonistic and utilitarian
dimensions are the components of attitude and they are the strong predictors of intention
for online shopping stated by Ajzen (1991) and Hansen (2008).
The measurement of attitude is by placing someone’s position on an affective ranging
which is from a very positive to very negative towards an attitudinal elements or objects
(Ho, 2013). Hence, asking the individual to evaluate his or her concept of interest can
help to measure their attitudes toward online shopping or e-commerce (Ho, 2013).
There are several techniques used to determine attitude such as rating technique (five
point or seven point Likert scale), ranking technique, sorting technique and choice
technique (Ho, 2013).

From the review of past research, the attitude towards online shopping behaviour relies
on how the consumers view the activities of online shopping and offline shopping
(Soopramanien & Robertson, 2007). It means that if a consumer views the activity of
online shopping as beneficial, he or she has a high possibility to make actual online
purchases (Soopramanien & Robertson, 2007). In others words, attitude towards
behaviour is influenced by the perceived benefits and perceived risks of online
shopping (Azura, 2010). In conclusion, the perceived benefits is significantly related to
attitude (Delafrooz & Narges 2009). In contrast, perceived risks have a significant and
negative relationship with attitude (Sinha & Kim, 2012). Online shoppers adopt online
shopping channel instead of traditional shopping channel is because they are lazy and
they think that adopting traditional shopping channel is time-consuming. Thus, they
seek for convenience and time saving (perceived benefits) on online shopping platform.
Besides, the rise of online scam cases caused by security problems will affect people’s
online shopping attitude due to security risks (perceived risks).

In a nutshell, many past research had indicated that the attitude towards online shopping
will bring significant effects on individual’s online shopping behaviour (Javadi et al.,
2012). The previous studies including Choi & Geistfeld (2004) and Truong (2009) had
showed that attitude is the strongest determinant for a person’s intention to use online
shopping channel. It is supported by the research of Ho (2013) that attitude is important
because it can predict a person’s intention and behaviour of online shopping. It signifies
that a consumer’s online shopping behaviour will be affected if the individual has a
significant attitude towards online shopping (Javadi et al., 2012). The research of
(Delafrooz & Narges 2009) stated that attitude is significantly related to the intention
level of online shopping of postgraduates in Malaysia. Thus, it can be concluded that if
an individual has a favourable attitude towards online shopping, his or her intention of
engaging in online shopping will be relatively high (Delafrooz & Narges, 2009). It is
synchronized with the study of Jarvenpaa et al. (2000) in which the intention or
willingness to online shopping is positively affected by the online purchasing attitudes
and then eventually influence people’s online shopping behaviour. In the study of
Shwu-Ing (2003), it suggested that the higher the favourable or positive attitude towards
online shopping, the higher the online shopping intention and then online shopping
behaviour will be influenced directly.

2.2.2 Perceived Risks

According to the research of Sinha & Kim (2012), perceived risks refer to the amount
or nature of risks that may be faced by the consumers during their buying behaviour. It
refers to how much of the risks had been perceived by an individual when they are
involving in the buying decision (Cox & Rich, 1964). There is a relationship between
the level of uncertainty may occurred during the buying process and the level of
perceived risks of consumers (Bhatnagar, Amit, Misra, Sanjog & Rao, 2000).

Before the consumers purchases a product, they will consider various risks that maybe
associated (Javadi et al., 2012). The most common perceived risks of online shopping
are security risks, convenience risk, product risks (Sinha & Kim, 2012) and non-
delivery risks (Javadi et al., 2012).

By referring to the past studies, security risk is an important factor that causes people
not to involve in online shopping (Javadi et al., 2012). Security risks refer to the risks
of online transactions or leak of credit card’s information (Sinha & Kim, 2012). The
findings showed that security risks have a negative relationship with the online
shopping attitude (Javadi et al., 2012). It means that the higher the security risks (risks
of leaking of information of credit card or losing money), the lower the consumers’
attitude and hence influence their behaviour towards online shopping according to
Javadi et al. (2012), Biswas & Biswas (2004) and Forsythe & Shi (2003).

The non-delivery risks are the possibilities of non-delivery of the products to the
consumers (Sinha & Kim, 2012). The findings from Javadi et al. (2012) shows that the
lower the possibility of non-delivery risks, the higher the attitude of online shopping.
Moreover, the findings also showed that non-delivery risks are significant and have
negatively affected an invidual’s online shopping attitude (Javadi et al., 2012). Hence,
it has been proven that attitude will be influenced by the non-delivery risks (Javadi et
al., 2012). It is because the consumers are worried about their ordered product will not
be delivered to them (Javadi et al., 2012). Therefore, it might cause the consumers to
be in troubles to collect their merchandise based on Egeln, Joseph & Johnson (2012)
and Suki (2012).

Whereas, the convenience risks are the easiness and difficulty to exchange or order the
product (Egeln, Joseph & Johnson, 2012 & Suki, 2012). It means that the difficulties to
return the purchased merchandise (Egeln, Joseph & Johnson, 2012 & Suki, 2012).
Product risks are the qualities of the product (Egeln, Joseph & Johnson, 2012 & Suki,
2012). It refers to consumers are unable to check the actual product, wrong product sent,
low quality product and inappropriate product (Egeln, Joseph & Johnson, 2012 & Suki,
2012). Besides, it is also supported by the past research from (Javadi et al., 2012) that
most of the consumers are worried about the products they received are not consistent
to what they wish to buy. It is consistent with the findings of (Egeln, Joseph & Johnson,
2012 & Suki, 2012) that the consumers are worried that the products they received are
broken or malfunction.

It is supported by the research of Bellman, Steven, Lohse, Gerald, Johnson & Eric
(1999), Bhatnagar et al. (2000) that the risks that might occur before making a purchase
is the factor that is concerned by the consumers. Unlike the perceived benefits,
perceived risks are significantly negative to attitude towards. The lower the perceived
risks, the lower the possibility for the consumers to seek for physical retailer (Tan,
1999). It is aligned with findings of Javadi et al. (2012) that the higher the perceived
risks, the higher the possibility for the consumer to seek for brick-and-mortar retailer.
In contrast, the higher the perceived benefits, the higher the possibility for them to shift
from brick-and-mortar retailer to online shopping channel (Tan, 1999). It is
synchronized with the findings of Javadi et al. (2012) that the higher the perceived risks,
the lower the possibility of online shopping.

2.2.3 Perceived Benefits

Perceived benefits are believed as the influential factors for the consumers to adopt
online shopping instead of brick-and-mortar retailer (Ho, 2013). It means that the
choice of behaviour will be different based on the probability of specific consequence
of their taken action (Ho, 2013). The consumer’s perceived benefits are comprised with
their satisfactions of needs or advantage of online shopping which included
convenience, easily access for information, time saving and price advantage (Shwu-Ing,
2003). In others words, the specific consequences, satisfaction or experience will affect
the process of decision making of the consumers (Ho, 2013).

Attitude towards behaviour is believed to be mediated by the online shopping perceived

benefits. The most popular perceived benefits that are shown in past studies are
convenience, lower price, easy access for information, 24 hours services and cost saving
according to Azura (2010) and Ho (2013). It is also supported by the research from
Leyiaro (2015) that the level of availability price advantage and convenience are the
elements of perceived benefits that will influence the attitude of consumers. By
referring to the research of Chen, Hsu & Lin (2010), convenience and time saving are
the most important reasons that lead to the attitude of consumers to online shopping. It
refers to the practice of online shopping that can reduce effort and time in the
purchasing process (Chen, Hsu & Lin, 2010). These findings are fond to be
synchronized with the findings of the research of Ho (2013) in which convenience is
significant and positively related to the attitude of online shopping.

Besides, it is supported by the research of Schaupp & Belanger (2005) that e-commerce
is a platform for online shopping to reduce the time and effort of buying process.
Besides, it is also supported by the research of Nazir et al. (2012) that the ease of use
and convenience are the factors that make online shopping better than the traditional
shoplet. Whereas, the research of Ngugi (2014) showed that ease comparison of product,
time saving, price advantage and convenience are the reasons for the adoption of online
shopping.

By referring to the findings of Delafrooz & Narges (2009) and Vijayasarathy & Jones
(2000), perceived benefits are significant and they have a correlation with attitude
among the university students in Malaysia. It is synchronized with the findings of
Limayen et al. (2013) that consumers’ attitude is significantly affected by the perceived
consequences and hence affect their intention for online shopping. In short, if an
individual perceives benefits (positive consequences), then he or she may adopt online
shopping channel (Ho, 2013). In contrast, the individual may not adopt online shopping
channel if he or she perceives online shopping (Ho, 2013). It is supported by the
research of Kurnia & Jenny (2003) that perceived usefulness is positively related to the
attitude towards online purchasing and hence influence an individual’s intention and
the actual behaviour. Moreover, the research of Forsythe, Petee & Kim (2002), also
stated that the perceived benefits are the significant factors that influence the online
shopping intention among Generation X and Y in Malaysia. Followed by the research
of Forsythe et al. (2002), it showed that perceived benefits will positively affect the
time spent and frequency for online.

2.2.4 Subjective Norms

Subjective norms are the second driver that influence the online shopping intention and
hence influence a person’s actual online shopping behaviour (Orapin, 2009). It is a
determinant related to intention because the acts of people are usually influenced by the
perceptions, judgments or opinions of people important to them such as family, friends
and peers (Javadi et al., 2012).

Subjective norms are one of the determinants of intention because these significant
factors will affect people’s intention and their behaviour (Javadi et al, 2012). According
to Ajzen (1991) and Orapin (2009), an individual’s behaviour may be influenced by the
external element like social pressure. People will usually act based on their own
perceptions of how people think they should be doing (Javadi et al., 2012). So, social
normative pressure or others’ perceptions are the factors that will affect an individual
to perform a particular behaviour (Sultan & Uddin, 2011).

From the findings of Javadi et al (2012), the results showed that a person’s online
shopping intention is affected by the opinions of their family and friends. Besides, the
research had proved that an individual will intend to online shopping when their friends
provide them opinion that regarding to online shopping and will follow the action of
online shopping of their friends (Javadi et al., 2012). Moreover, another study had
shown that subjective norms are the determinant of people’s intention and behaviour of
online shopping. It is supported by the research of Lim, Osman, Salahuddin, Romle, &
Abdullah (2015) which stated that the university students’ purchase intention will be
affected by the subjective norms such as perceptions of their friends, family and media.
While research from Harn, Khatibi, Ismail (2006) and Jamil & Mat (2011) agreed that
it is suitable be applied in Malaysia context due to its culture and adverse to change.
The findings of past research showed that subjective norms is positively related to
online shopping intention (Javadi et al., 2012). It means that the more the people share
online shopping experience with each other, the more it will affect others’ online
shopping intention and hence influence the likelihood of others to engage in online
shopping behaviour (Javadi et al., 2012). More importantly, most of the research
indicated that subjective norms does not have direct relationship with consumer
behavior (Lim et al, 2015). It is synchronized with the research of Limayem, Khalifa &
Frini (2000), Choo, Chung & Pysarchik (2004) and Jamil & Mat (2011) and (Zhou,
2011) that subjective norms will influence the intention first before influencing actual
buying behaviour. The results showed that media, families and friends have major
influences on people’s online shopping intention, but there is minor influence on their
actual buying behavior (Lim et al., 2015). It is also supported by the research of He et
al (2008) that the consumers’ buying intention is significantly affected by the third party
which is subjective norm. As a conclusion, majority of the findings from Xie, Zhu, Lu
& Xu (2011), Jamil & Mat (2011), Siti, Mohammed, Kamariah (2012) and Leeraphong
& Mardjo (2013) show that purchase intention does significantly influenced by the
subjective norms and hence influence the online shopping behavior.

2.2.5 Perceived Behavioural Control

Perceived behavioural control is a new construct in TPB (Javadi et al., 2012). It is one
of the determinants which helps to determine both of the intention and behaviour
(Javadi et al., 2012). Perceived behavioural control is defined as how the consumers
perceive and look at themselves in terms of their capability to perform a behaviour
(Javadi et al., 2012). In others words, it is defined as how an individual perceive to
perform a given behaviour, whether it is easy or hard for them to perform that particular
behaviour (Sultan & Uddin, 2011). In a nutshell, perceived behaviour control is the
perception of an individual about the difficulty or easiness to perform a particular
behaviour (Sultan & Uddin, 2011).

The important constraint which is self-efficacy can be reflected through perceived

behavioural control (Javadi et al., 2012). It is supported by the study of Bandura (1982,
1991) that chosen of activities, preparation for activities, effort spent during the
performance and emotional reactions are all influenced by the self-efficacy. It can be
understood that if an individual is confident on his or her ability (perceived behavioural
control), then there is a high possibility for the individual to conduct the actual
behaviour (Ajzen, 1991). The study from Sinha & Kim (2012) had suggested that
ownership of credit card and accessibility of internet are also the elements of ability
(perceived behavioural control) which may affect their online shopping behaviour.
While Ajzen (1991) concluded that the ability of the consumers will affect their
behavioural decision making.

According by George (2004), the findings of the study showed that people’s online
shopping behaviour is directly affected by perceived behavioural control. It indicated
that perceived behavioral control is significantly and strongly related to the actual
online purchasing (Khalifa & Limayem, 2003). According to Ajzen (1991), behavioural
achievement can be predicted through perceived behavioural control and behavioural
intention. Both of these two elements are the influential factors on consumer behaviour
(Ajzen, 1991). The actual consumer behaviour can be influenced by the perceived
behavioural control with the absent of intention (Ajzen, 1991). For instance, if there are
two people having the same level of intention on learning ski, the one with higher
confidence on his or her own ability may be perform better than another one who has
lower confidence with his or her own ability (Ajzen, 1991). In a nutshell, it is expected
that there is a direct link between the perceived behavioural control and actual
behaviour (Ajzen, 1991). Thus, perceived behavioural may directly influence the actual
behaviour by skipping the intentions because it could be a substitute for actual control
(Ajzen, 1991).
2.3 Proposed Research Model

Proposed Conceptual Framework

Perceived
Risks

Attitudes

Perceived
Benefits
Online
Subjective Shopping
Intention
Norms Behaviour
of Students
in UTAR,
Kampar
Perceived
Behavioural
Control

Figure 2.3

Source: Developed for the purpose of study

The diagram shows the theoretical framework which is applied in this research. The
independent variables (IV) for this study are attitudes, subjective norms and perceived
behavioural control. While online shopping behaviour of students in UTAR, Perak campus is
known as the dependent variable (DV) for this research.

2.4 Operational Definition of Variables

Data
Variables Types of Indicators Measurements Collection
Variable Tools
Level of favourability
Attitudes Independent Favourable or towards online shopping Survey
unfavourable questionnaire
 attitudes Level of enjoyment in
toward online online shopping
shopping

Security risk Level of security risk

Product risk Level of product quality
Perceived Independent Convenience risk Level of difficulty Survey
Risks settling disputes questionnaire
Non-delivery risk Level of non-delivery risk

Convenience Level of convenience

Availability Level of availability
Ease to get information Survey
Perceived Independent questionnaire
Benefits
Time Saving Amount of time saved

Family & Friends Level of importance of

Subjective Independent & People of opinions Survey
Norms importance & questionnaire
media
Confidence in Level of confidence in
online online shopping
Perceived Independent shopping
Behaviour Debit/Credit Ownership of debit/credit Survey
al Control Card card questionnaire
Accessibility of Availability of
Technology technology
Accessibility to Accessibility to Internet
Internet
Intention Mediator Intention to future Level of intention to Survey
Variable online shopping future online shopping questionnaire
 Intention to online Level of intention to
shopping online shopping
Continuance Level of continuance
intention to online intention to online
shopping shopping
Frequency of Level of online shopping
online shopping frequency
Behaviour Dependent Expenditure on Level of expenses on Survey
online shopping online shopping questionnaire
Online shopping Level of variation
platforms of online shopping
platforms
Product categories Level of variation product
bought online categories bought online

2.5 Background of Online Shopping

2.5.1 E-Commerce

Electronic commerce or E-commerce has been rapidly expanded over the past five
years (Franco & Regi, 2016). E-commerce is a tactic used in the business which is small
and medium size (SMEs) to rapid growth (Grandón, Nasco & Mykytyn, 2011). E-
commerce serves as a business space on the internet by using the process of purchasing,
selling, distributing, marketing and servicing of a product or service through internet
(Omar & Anas, 2014). E-commerce is considered as an evolution to enhance the
participation of customers and to achieve a greater economic value (Huang &
Benyoucef, 2013). Currently, e-commerce is one of the fastest growing marketing
channels for multiple types of products for customers (Schöder, Ding & Campos, 2016).
E-commerce is unlike the traditional information system, e-commerce consists of
characteristics of both which is information system and marketing channel, as a result
it is involving both elements of human and machine that subsumed in the computer or
interface of human (Hausman & Siekpe, 2009). E-commerce has being argued that it is
potentially to increase the value of businesses and improve the living standards of
residents in developing countries (Kshetri, 2007).

According to Yoon (2009), e-commerce has proliferated rapidly even in developing

countries. Yoon (2009) also mentioned that e-commerce is international nowadays so
that the national culture could affect the customers’ behaviour. However, e-commerce
still has some barriers in three categories of negative feedback systems including
economic that caused by the speed of internet would influence the performance of IT,
socio-political that caused by lacking e-commerce’s business laws or inadequate legal
protection for Internet purchases and cognitive caused by the inadequate knowledge,
awareness, confidence and skills (Kshetri, 2007).

2.5.2 Development of E-commerce in Malaysia

In Malaysia, e-commerce acts as a new medium due to the communities prefer to

purchase directly and transact face to face without using ICT technologies such as the
Internet (Omar & Anas, 2014).

Actually, ICT exists in Malaysia for a long time of period and Malaysia has emphasized
on the ICT development by introducing the Mutimedia Super Corridor (MSC) in 1996
(Omar & Anas, 2014). In January 2006, customers are required to pay their bills through
online by the government due to government wanted to implement e-commerce in
Malaysia (Country Commerce, 2005). In year 2016, Malaysian Ministry of
International Trade and Industry (MITI) had implemented a new e-commerce initiative
that aimed to motivate eighty percent of small and medium size enterprises into e-
commerce world (Export.gov, n.d.). E-commerce is growing quickly in Southeast Asia
which represents about 2% of all sales in Malaysia (Insights and trends of e-commerce
in Malaysia, 2017).

Data from Department of Statistic Malaysia, Official Portal, total value added of e-
Commerce in year 2014 is up to RM63.8 billion. It had been increased for RM8.6
billion from year 2013 (Information and Communication Technology Satellite Account,
2010-2014, 2015). There are 55.2 in 2013, 49.8 in 2012, 44.6 in 2011, and 37.7 in 2010
(Information and Communication Technology Satellite Account, 2010-2014, 2015). It
proves that e-commerce value added in Malaysia is increasing rapidly year by year.
E-Commerce in 2014 was registered as 15.7 per cent as against 10.8 per cent in 2013.
(Information and Communication Technology Satellite Account, 2010-2014, 2015).
But, it declined to 11.6 per cent in 2012 and growed to 18.2 percent in 2011.
(Information and Communication Technology Satellite Account, 2010-2014, 2015).

2.5.3 Online Shopping

Since the late of 1990s, online shopping is becoming popular as the number of
customers that purchasing various of products through the internet is increasing (Zhou,
Dai & Zhang, 2007). Online shopping refers to obtain the information of product,
purchase the goods through online shopping websites, as well as key in the personal
information details and account numbers of credit card to make payment, after that
manufacturers would delivery to home by courier or shipped by mail order (Chen, Xie
& Jing, 2011).

Online shopping also refers internet shopping, digital shopping or online buying. It can
be known as the process of buying merchandise through online (Mastercard Worldwide
Insights, 2008). It is also a modern retail channel that leads to the increase of
commercial traffic (Schöder, Ding & Campos, 2016).

In other word, online shopping is an action as well as activity of purchasing products

and services in the Internet (Market Business News, 2017). The process is going online,
landing on a seller’s website, selecting something, and arranging for its delivery after
that the buyers have to make payment for the goods or service online with a credit or
debit card or upon cash on delivery (Market Business News, 2017).

Online shopping is the most famous activities in the internet (Keisidou, Sarigiannidis
& Maditinos, 2011). According to Top e-commerce sites in Malaysia 2017 (2017), the
top one website that people purchase online is Lazada Malaysia with 30,300,000
visitors monthly on Jun 2017, followed by 11street Malaysia which has 10,200,000
visitors per month and following by Lelong.my, with 6,200,000 visitors (Top e-
commerce sites in Malaysia 2017, 2017).
2.5.4 Advantages of Online Shopping

Online shopping has become the norm as people prefer to shop online due to there are
many advantages in online shopping (Ahmad, Omar & Ramayah, 2010). Nowadays,
online shopping is more and more being accepted by internet users because of its fast
speed, convenient, efficient as well as economic advantage (Chen, Xie & Jing, 2011).

Internet shopping is able to fulfil some consumers’ needs by more efficiently and
effectively comparing with the conventional shopping such as browsing the produce
with less effort and time investment (Monsuwé, Dellaert & Ruyter, 2004). Besides, the
advantages of shopping through online including time saving, energy saving, broader
selection, price advantage, convenience and higher accessibility to the products or
services’ information (Lin, 2007). Furthermore, convenience, products price that sold
online is lower, and easy way in purchasing are the advantage of online shopping
(Clemes, Gan & Zhang, 2014). In addition, online shopping can benefit consumers in
terms of spending lesser time to shopping and this is a major element that make them
to purchase online (Jiang, Yang & Jun, 2013). People can place their orders and directly
purchase at online at anywhere and anytime. (Rohm & Swaminathan, 2004). Rohm and
Swaminathan (2004) also mentioned that online shopping is an infrastructure that
enables the customers to search, compare and access to the related information more
easily. Another advantage of online shopping is the customer can fulfil the feeling of
having products delivered to home and their purchases would be private (Clemes, Gan
& Zhang, 2014). Therefore, online shopping has becoming a part of people’s daily
lives (Noort, Kerkhof & Fennis, 2008).

2.5.5 Disadvantages of online shopping

One of the cons of online shopping is consumers cannot experience the same level of
fun by traditional shopping channel. This is because the customers do not able to control
their computer interaction when online shopping and it causes the failure of stimulating
the consumers’ curiosity and their imagination (Suki, Ramayah & Suki, 2008).

The lack of face-to face interaction will cause the customers not willing to purchase
online because it would obstruct their opinions toward the credibility of online shopping
retailers (Lin, 2007). Due to the inability to interact directly with the salesperson and
the online shopping relies on the electronic payment methods would increase perceived
risk that regarding to online shopping (Chang & Chen, 2008).

Online purchase has relatively higher risk and uncertainty as compared with the
physical stores because physical stores usually involve face to face interaction with
customers (Chiu, Hsu, Lai & Chang, 2012). Furthermore, the online information of
fashion and fashionable products might not be up-to-date as compare to the traditional
stores (Suki, Ramayah & Suki, 2008).

Moreover, online buyers may not be physically inspect the product (Hasan & Rahim,
2008). Online shopping could not provide the psychosocial need to the shoppers,
meaning that some of them could not receive sensory stimulation from the retail
environment (Rohm & Swaminathan, 2004).

Other disadvantage of online shopping is false information such as cheap temptation

which means the seller is using the price that is cheaper than market price to cheat the
customers and selling second-hand or defective product to them with high prices which
refers to some illegal web pages or websites use valuable prizes or a huge sums of
money to attract people to browse their webpages or websites and purchase their
products (Chen, Xie & Jing, 2011). Furthermore, the product that is purchased from
online is lack of a guarantee of quality (Clemes, Gan & Zhang, 2014).

2.5.6 Online Transaction

Online transaction is also coined as PIN-debit transaction which is a password-

protected payment method. It authorizes a transfer of funds by an electronic funds
transfer (EFT) (Online Transaction, 2018). Online transactions definitely would benefit
the consumers in terms of reducing their searching costs and also eliminating the
physical distance among the retailer with the customers (Chun, Cho & Subramanyam,
2016).

Online transaction is very important because a trusted online transaction is able to

determine the success of e-commerce (Kim & Kim, 2005). The online transactional
activities includes bill pay, funds transfer, loan applications and transactions (Dagar,
2014). These transactions activities are faster and convenient (Franco & Regi, 2016).
The advantages of online transaction is easy to use and efficient for online shoppers;
while its disadvantage is financial and personal problems if the servers are being hacked
as the databases are storing all the data of users and their account information
(Advantages And Disadvantages of Online Transaction Processing Systems, 2015).

2.5.7 Abandonment Rate

Abandonment rate is one of the most broadly used online user satisfaction metrics
(Chuklin & Serdyukov, 2012). Nowadays, high abandonment rates of online
transactions continue to be a concern (Dai, Forsythe & Kwon, 2014). According to
Abandonment Rate-Glossary (n.d.), e-commerce sites are calculating the abandonment
rates by using the formula below typically:

Appendix D

This formula is used in the calculation of abandonment rate. The percentage according
to the number of people who initiate a transaction and the final amount of these
individuals who actually completed the transaction. (Abandonment Rate-Glossary,
n.d.). A common cause of abandonment is the user does not have time to complete the
order process (Abandonment Rate-Glossary, n.d.).

2.5.8 University Students

According to The Malaysian Higher Education System-An Overview (2015), there

were 20 public universities and 53 private universities in Malaysia in 2015. Malaysian
universities students are diverse religiously and culturally, the current populations are
approximately 61% Malay, 25% Chinese and 7% Indian (Bonn & Tam, 2016).

Pupils who wish to continue the tertiary education after graduated from secondary
school are required to fulfil the post-secondary qualification. For instance, STPM level,
matriculation programmes, GCE Advance levels, foundation and diploma level (A
Glance at the Malaysian Education System, 2015).
According to A Glance at the Malaysian Education System (2015), the duration of post-
secondary education or pre-university is around one to two years from age 17; while
university undergraduate study includes Bachelor of Degrees; postgraduate studies
include master degrees and Doctor of Philosophy (PhD). Stated in Degree Options in
Malaysia (n.d.), degree programs are often studied by students who are aged from 19
and above and the duration of the studies is 3 to 5 years.

2.5.9 Online Scams

There are millions of people all around the world are being targeted with scams by
thousands of fraudsters everyday via internet and other related technologies (Button,
Nicholls, Kerr & Owen, 2014). Scam is a scheme where an individual tricks other
individuals with false information in a deal or offer in order to gain quick-profit (Free
Internet Security, n.d.). According to Scamwatch that run by Australian Competition
and Consumer Commission (ACCC), online shopping scams is defined as scammers
pretending as an authorized online sellers together with a phishing website or showing
fake advertisement on a real retailer site (Online shopping scams, 2015).

There are large amount of variation in the online information and it is anonymity, thus
internet is used as a platform that provides scam artists opportunities to entice larger
number of victims in online (Cheema & Papatla, 2010). Scams are increasing each year
and they have affected more unsuspecting web surfers (Featherman, Miyazaki & Sprott,
2010).

Online scam is a serious issue because a person who disclose his or her financial details
to scam sites would cause monetary losses or other negative consequences (Kirlappos
& Sasse, 2012). Besides, online scam is one of the negative outcomes of consumers’
expectations in online market (Youn, 2009).

The reason of people falling into online scams is due to many of the fraudsters practice
the principle of “small amounts and mass targeting”. This is because the small amount
of money would not make the victims report this scams, additionally it is a time-
consuming process. While another reason of falling into the scam is because authority
and legitimacy which means the website looks like an official websites for shoppers
and it has reference or logo of famous legitimate companies. As a result, this could
make the people to believe the fraudulent website (Button, Nicholls, Kerr & Owen,
2014).
CHAPTER 3: METHODOLOGY

This chapter includes the research design, research method, population, sample and
sampling procedures, pilot test, data collection method, research instrument, ethical
consideration, validity and reliability of instrument, and data analysis techniques.

3.0 Research Design

Kerlinger (1973) stated that research design is the structure, plan and investigation
strategy to collect answers for research questions. It is important to a study because it can
reduce the expenses, ease the scaling, collect the pertinent data and technique, provide outline
for plans and overview to other researchers and provide a direction to them (Pandey & Pandey,
2015).

This study was conducted to determine the factors that influence the online shopping
behaviour of students in UTAR, Perak campus. Quantitative research had been chosen to carry
out this study to quantify the independent variables which would influence the online shopping
behaviour of the respondents. The data was presented as descriptive terms to be evaluated
(Lazar, Faciu, Mata & Lazar, 2016). Therefore, it can identify the relationship between
independent variables (IV) and dependent variable (DV) (Hopkins, 2000).

The quantitative data of this study was obtained through survey method as it can best
describe the viewpoints of a larger sample toward a particular event (Helvaci, 2015). The data
was then processed by Statistical Package for the Social Sciences (SPSS) to produce the results
and manipulated into findings. The research instrument is known as self-administered
questionnaires. This research falls under descriptive study and it is deemed to be a cross-
sectional study because the data is obtained all at once (Cherry, 2017).

3.1 Research Method

Research methods refer to the procedures and techniques involving in data collection
and analysis as well as interpretation (Gelo, Braakmann & Benetka, 2008). Quantitative
research is a specific method in surveying and experimentation (Williams, 2007). It is a method
that enables the data to be analysed numerically, and the results are usually shown by tables,
statistics and graphs through the collection of information (Qualitative and Quantitative
Research Techniques for Humanitarian Needs Assessment, 2012).

In a research, quantitative content analysis is useful in showing a crude overall picture

of which of the materials that are being reviewed and indicating the frequency of terms
(Browen, 2009). Besides, quantitative research can determine the relational questions between
variables in the study (Williams, 2007).

In quantitative method, questionnaire will be used as an instrument in doing research

and generate result by data. As a result, data is able to use in objectively measure the reality
(Williams, 2007).

Therefore, quantitative research method is suitable in this study due to it enable to

analyse the relationship between independent variables and dependent variable and present the
findings in a numerical form.

3.2 Population, Sample and Sampling Procedures

3.2.1 Target Population

Population can be known as a collection of units such as people, items, organization

and so on (Goldstein, Lynn, Muniz-Terrera, Hardy, O’Muircheartaigh, Skinner &
Lehtonen, 2015). Population is crucial in a study as it helps to determine the specific
group that are related to the research (Zikmund, 2003).

In this research, foundation students and undergraduates in UTAR, Perak campus who
have at least once online shopping experience are the targeted respondents. This is due
to these students are generally known as Generation Y who were born between 1981 to
1999 (Parasuraman et al., 2013). Generation Y is reported as the most active users in
online shopping.

According to Malaysia education.info, university falls under the category of tertiary

education. Tertiary education is a term to represent the education after the secondary
level and it is labelled as degree level in the education. Generally, higher education
learning takes place at universities, colleges or institutions in which the students can
get academic degree and professional qualifications (Esal & Kannapiran, 2014). The
colleges’ students may start the education from the age of 18; while students who
pursue Bachelor’s degree programmes are usually from age 19 or 20 for three to five
years until graduated (An Overview of the Education Structure in Malaysia, n.d.).

3.2.2 Sampling Frame and Sampling Location

According to Zikmund & Babin (2010), sampling frame is considered as a list of

elements from which a sample selection is drawn. Each sampling unit from the
sampling frame has equal likelihood to be selected as the targeted respondents of the
study. However, sampling frame had not been adopted in this study due to limited
resources.

In this study, the target respondents are the foundation students and undergraduates in
Universiti Tunku Abdul Rahman (UTAR), Perak campus, Malaysia. Therefore, the
survey questionnaires were conducted in UTAR, Kampar and a sum total number of
390 questionnaires were given randomly to the target respondents who has at least one
actual experience in online shopping.

3.2.3 Sampling Size

Sample size is the amount of selected target respondents (Zamboni, 2017). The greater
the number of sample size, the higher the accuracy of the true population mean (Babikir,
Ali & Wahab, n.d.).

The sample size of this research is 390 respondents who were selected from UTAR,
Kampar. A sum total of 390 questionnaires were given randomly among the foundation
students and undergraduates in UTAR, Kampar who have at least one actual experience
in online shopping to determine the factors that influence their online shopping
behaviour. Questionnaires will be distributed to the sample, and then they will be
instructed to fill up the questions.

The sample size for this research is determined by applying the Slovin’s Formula. The
formula of the calculation of the sample size is shown below:

Appendix E
Where,

n = sample size

N = total population = 15500 respondents

e = confidence level

= Standard confidence level is 90% - 95%. The confidence of 95% has a higher
accuracy which provides a margin error of 0.05 (Singh & Masuku, 2014).

The calculation of the sample size for this study is shown below:

n = 15500/1+15500(0.05)(0.05)

= 15500/39.75

= 389.937

= 390

As a result, the sample size representative of the students is 390. Therefore, the sample
size required to be representative of 15500 students in UTAR, Perak campus is 390.

3.2.4 Sampling Techniques

Nonprobability sampling had been chosen as the sampling technique in this study. This
is because nonprobability sampling does not refer to the act of random select from the
population of interest in a mathematically random way. The advantages of using
nonprobability sampling are less expensive and it can be implemented more quickly as
compared to probability sampling (Michael, 2011). Therefore, the sampling method
chosen in this research is purposive sampling.

Purposive sampling can be defined as judgmental sampling or expert sampling

(Michael, 2011). Besides, it also tends to aim on the particular characteristics of the
targeted respondents whom are able to contribute to the related research (Etikan, Musa
& Alkassim, 2016). The main purpose choosing purposive sampling as our sampling
techniques is because of it can produce a sample that can be considered as the
 representative of the population. Normally, the purposive sample that be selected is
often apply with the expert knowledge of the population (Michael, 2011).

Therefore, purposive sampling had been chosen as the sampling method for this study
due to every student in UTAR, Kampar campus were selected to be the targeted
respondents and students who have at least one experience of online shopping are
purposely to be selected to be the sample for this study.

3.3 Pilot Test

A pilot test was carried out before distributing the actual questionnaires to the targeted
respondents in order to test the reliability of each variables, to discover the weaknesses and
errors made in the questionnaires and to ensure the instructions and all the questions are clear
and understood by them. Pilot test refers to a small study that helps in preparing for a
confirmatory study (Arain, Campbell, Cooper & Lancaster, 2010).

According to Johanson, & Brooks (2010), thirty representative respondents from the
population of interest are believed to be enough for a pilot test. So, total of 50 sets of
questionnaires were distributed for the pilot testing purpose to the targeted respondents on 15th
January 2018. The respondents’ feedbacks were collected to remove the grammatical mistakes
and errors of the questionnaires and improve the quality of the questionnaires.

Table 3.3 Cronbach’s Alpha Coefficient Values for Pilot Test

Constructs Number of Items Cronbach’s Alpha
Coefficient
Attitudes 5 0.874
Perceived Risks 12 0.886
(PR)
Perceived Benefits 9 0.881
(PB)
Subjective Norms 5 0.705
(SN)
Perceived Behavioural 5 0.701
Control
(PBC)
Intention 3 0.839
Behaviour 4 0.911
Source: SPSS
 From Table 3.3, the range of pilot test’s Cronbach’s Alpha coefficient values for all
constructs are within 0.701 to 0.911. Therefore, all the constructs are considered as reliable
score as they are greater than the scale of 0.7 (Heale & Twycross, 2015).

3.4 Data Collection Method

Data collection is defined as the process of collecting and measuring data in a study.
Primary data and secondary data are the two categories of data that can be gathered by
researchers. In this study, primary data was used to test and evaluate the research questions
made.

3.4.1 Primary Data

In this research, primary data was obtained by survey questionnaire. Primary data is
defined as the first-hand information which is acquired by the researcher directly
(Sekaran & Bougie, 2013). The use of primary data in this study is to collect the
information that is relevant to the research questions and to address the research
problem (Surbhi, 2016). Primary data collection allows the researchers to determine the
factors (attitudes, subjective norms and perceived behavioural control) influencing the
respondents’ online shopping behaviour. The data was obtained from the respondents
who are foundation students and undergraduates in UTAR, Kampar. In data collection,
survey questionnaire was used due to it can gather data from a large sample efficiently
(Wong, Ong & Kuek, 2012). Self-administered approach will be used in administering
the questionnaires to the respondents through Paper-and-Pencil Survey (Sincero, 2012).

3.5 Research Instrument

The instrument of this research is survey questionnaire. It was carefully selected and
adopted from previous empirical studies to verify the validity and reliability of the variables.
The questionnaire consists total of 52 items and it is separated into 2 sections known as Section
A and B. The latter consists of several sub-sections in which each of it are to examine each of
the variables of this study.

The Section A of the questionnaire is about demographic questions such as gender, age,
faculty of study or foundation programme, course and a screening question about the online
shopping experience of the respondents. The purpose of including screening question is to filter
the data collected from the respondents who do not fulfil the requirement (at least have one
online shopping experience) to make sure the date is accurate enough. Thus, the data was only
collected from the respondents who answered “Yes” for the particular question due to
purposive sampling was applied in this research. Additionally, there are several questions
regarding the frequency, duration, estimated expenditure spent of online shopping and types of
items that purchase online are provided in Section A.

The Section B contains 7 sub-sections (Section A, B, C, D, E, F, G) in the questionnaire

of this study to examine all the variables. The first sub-section in Section B consists of total of
5 questions related to attitude. Besides, there are 12 questions that are related to the perceived
risks and 9 questions relevant to perceived benefits are tested in the second and third sub-
section in Section B respectively.

There are another 4 sub-sections (I, II, III, IV) under perceived risks part which are
security risks, product risks, convenience risks and non-delivery risks are prepared to test the
relationship between perceived risks and attitudes of the respondents. Besides, there are also 3
sub-sections (I, II, III) under perceived benefits part including convenience, availability and
time saving. Each question was adopted from the past studies’ questionnaires and placed into
the appropriate sub-sections to ensure the reliability and validity of questionnaire. The
respondents were asked to rate their answers referring to five Likert point scale (strongly
disagree to strongly agree).

Followed by the third sub-section (Section D) under the Section B of the questionnaire.
There are 5 items relevant to subjective norms are provided in this particular section. In addition,
the fourth sub-section (Section E) in Section B has 5 questions that are related to perceived
behavioural control. The respondents were also asked to rate their answers based on the Likert
five point scale.

Lastly, there are only 3 questions that are relevant to intention in the sixth sub-section
in Section B, whereas total of 4 questions are provided in the seventh sub-section in Section B
of the questionnaire. Respondents were asked to answer the questions that are related to the
mediated variable (online shopping intention) in the sixth sub-section and dependent variable
(online shopping behaviour) in seventh sub-section with the application of the Likert five point
scale.
3.6 Ethical consideration

Ethics can be defined as a moral principles that control the attitude of the person or the
conducting of an activity (Oxford Dictionary, 2018). It known as the principles that able to help
someone to change their previous considerations critically about choices and someone’s
intention. It refers to the branch of philosophy which is used by the researcher to know the
decision making by someone to examine that which is right and which is wrong.

In the scientific research work, all of the human daily activities are managed by
community, an individual, and even the values of the society. The daily work that involved in
the research should be required to take part in the ethics of the research as the information of
the research and dignity of the subject have to be protected while conducting a research (Fouka
& Mantzorou, 2011).

In the fundamental of the ethical principles, scientific research should involves ethical
research. In fact, there are various type of issues regarding to ethical in the scientific research.
There is an ethnical evaluation to make while researchers are conducting research and it is also
always taken wrongly by the researchers as hindering the scientific progress.The ethnical of
the research should be collaborative and constructive which reported by European Commission.
Furthermore, if the researcher take ethics consideration at the conceptual stage, the quality of
the research that be conducted will be enhanced (European Union, 2013).

Three ethical considerations will be emphasized in this research. These are the three of
many ethical considerations when involving individual participants in every primary research
(Driscoll, 2011).

a) Voluntary participation and informed consent

Permission from the respondents must be approved before involving them in any
research. Voluntary of participation has to be placed in the priority when doing a survey
or distributing questionnaires to the respondents. For the informed consent, it is closely
related to voluntary participation. In addition, informing potential subjects or
respondents about all the features of this research must be completed (Driscoll, 2011).
 b) Confidentiality and anonymity

Researchers have the responsibility to assure that the identities of participants be

anonymity when concluding the results that are collected from the respondents. This is
because the participants may feel embarrassing when they are exposed to issues such
as racist comments or unconventional behaviour (Driscoll, 2011).

c) Researcher bias

Researchers must have ethical obligation and never conceal any when collecting the
data from the respondents. The act of bias might influence the interpretations of the
findings (Driscoll, 2011).

3.7 Validity and Reliability of Instrument

3.7.1 Validity and Reliability

In every survey procedure, validity and reliability are the fundamental characteristics
(Hon & Tsz, 2015). People always concern and doubt the findings of a study is true or
untrue. Validity is the extent to which whether the test measures what the researchers
plan to measure (Leyiaro, 2015). When the questionnaire is fully adapted from the past
empirical studies in the same area of study, it is considered as valid (Hon & Tsz, 2015
& Sultan & Uddin, 2007).

On the other hand, the Alpha model is used to determine the reliability of each construct
in this research (Ho, 2013). Hence, Cronbach’s alpha is the coefficient that is used in
the analysis. For Cronbach’s alpha, 0.7 is the minimum value (Hon & Tsz, 2015). The
value that is 0.7 or higher than 0.7 can ensure the reliability of the constructs. In contrast,
the scale is considered as not reliable if the value is lower than 0.7 (Hon & Tsz, 2015).

Moreover, the descriptive statistics is used to measure the data of quantitative research
(Yoldas, 2011). It will go through a coding process where raw data obtained is
processed into numerical form using a computer software “Statistical Package for
Social Science” (SPSS) which is a popular program for statistical analysis (Yoldas,
2011). The SPSS program was used to generate the accuracy of raw data to make sure
the reliability of the results in this research (Yoldas, 2011). After the raw data had been
 key in into SPSS program, the numerical data was presented in the form of diagrams,
bar chart, pie chart ,tables and more (Yoldas, 2011).

3.7.1.1 Reliability Test

Table 3.7.1.1 Cronbach’s Alpha Coefficient Values for Reliability Test
Variable Constructs Number of Cronbach’s Alpha
Items Coefficient
Independent Attitudes 5 0.850
Variable 1
(IV1)
Independent Perceived Risks 12 0.794
Variable 2 (PR)
(IV2)
Independent Perceived Benefits 9 0.821
Variable 3 (PB)
(IV3)
Independent Subjective Norms 5 0.710
Variable 4 (SN)
(IV4)
Independent Perceived Behavioural 5 0.715
Variable 1 Control
(IV5) (PBC)
Mediator Intention 3 0.876
Variable
(MV)
Dependent Behaviour 4 0.857
Variable 1
(DV)
Source: SPSS

The Table 3.7.1.1 indicates the results of reliability test. All the variables were tested
in order to ensure the validity and reliability of the instrument. The Cronbach’s Alpha
coefficient values for all constructs are within the range of 0.710 to 0.876 which are considered
as reliable as the values all fall under the acceptable range of 0.70 to 0.95 as suggested by
Tavoko & Dennick (2011). Intention has achieved the highest which is 0.876 out of all the
variables, whereas subjective norms has the lowest Cronbach’s Alpha coefficient value of
0.710.
3.8 Data Analysis Techniques

3.8.1 Descriptive Analysis

According to Salkind (2017), descriptive analysis or descriptive statistics are defined

as a data analysis techniques that are used in organizing and describing the
characteristics of the data collected by the researchers. Descriptive analysis is used in
this research because it can represent the characteristics of a huge amount of data
collected (Salkind, 2010). Besides, this analysis technique allows transforming the raw
data into the presentation of numerical facts by analysing samples’ demographic
profiles (Zikmund, Babin, Carr & Griffin, 2013). Quantitative descriptive analysis also
simplifies the collection of data by determining the data patterns in order to characterize
a phenomenon (Loeb, Dynarski, McFarland, Morris, Reardon & Reber, 2017).
Therefore, descriptive analysis was used in this research.

3.8.2 Normality Test

Normality test is a formal procedure whereby it examines whether a data follows a

normal distribution (Razali & Yap, 2010). It is used for the study on distribution of all
the independent variables and dependent variable of the research. As suggested by
Brown (2011), the distribution of the items for each construct has to be normal, so that
researchers can obtain a more accurate and higher reliability and validity results. In this
research, skewness and kurtosis values are used to analyze the normality of the
distribution. As recommended by Garson (2012), the items of each construct are
implied as normally distributed when the skewness and kurtosis values fall within the
acceptable range of -2 to 2.

3.8.3 Inferential Analysis

3.8.3.1 Pearson Correlation Analysis

Pearson Correlation Coefficient (r-value) Strength of Correlation

0.00 – 0.19 Very weak
0.20 – 0.39 Weak
0.40 – 0.59 Moderate
0.60 – 0.79 Strong
 0.80 – 1.00 Very strong
Source: (Evans, 1996)

In order to verify the relationship between the variables, Pearson correlation was
applied in this study (Hon & Tsz, 2015). In order words, the strengths of the relationships in
this research between the variables were identified by applying Pearson Correlation Analysis
(Hon & Tsz, 2015). Besides, it determines the positive or negative relationship between the
constructs.

The value of r lies between -1 and +1 as stated by Hon and Tsz (2015). There are certain
ways to interpret the r-value. If the r-value is exactly -1, it means there is a perfect negative
linear relationship between the variables. When the r-value lies between 0.00 to 0.19, it shows
that it is a very weak linear relationship between contructs, followed by r-value which lies
within 0.20 to 0.39 is considered as a weak relationship between the variables. When the r-
value lies on 0.40 to 0.59, it means that there is a moderate relationship. In addition, a strong
relationship between the constructs is found when the r-value lies between 0.60 to 0.79,
followed by r-value from 0.80 to 1.00 is indicated as very strong relationship between the
constructs (Evans, 1996).

The strength of correlation is applied to both positive and negative relationship between
the variables, and the only difference between both of them is the former is displayed with “+”,
whereas the latter is indicated by “-”.It is also stated that the relationship between the constructs
will be identified as significant when the p-value is less than 0.05 and hence null hypothesis
will be rejected (Hon & Tsz, 2015).
CHAPTER 4: DATA ANALYSIS

4.0 Introduction

This chapter describes the descriptive analysis, scale measurement and inferential
analysis.

4.1 Descriptive Analysis

4.1.1 Demographic Profile of Respondents

This part demonstrates the respondents’ profiles including gender, age, faculty, course,
and questions related to online shopping experience of the respondents. The total
respondents who participate in the research is 390.

Table 4.1.1: Survey Respondents by Gender, Age, Faculty and Foundation Program

Profile Frequency Percentage (%)

Gender
Male 150 38.5
Female 240 61.5
Age
18-20 169 43.3
21-23 190 48.7
24-26 30 7.7
27 or above 1 0.3
Faculty or Foundation Program
Foundation in Arts 63 16.2
Foundation in Science 25 6.4
Faculty of Arts and Social Science 112 28.7
Faculty of Business and Finance 102 26.2
Faculty of Science 27 6.9
Faculty of Engineering and Green Technology 30 7.7
Faculty of Information and Communication 31 7.9
Technology
Source: Developed for this research
 Table 4.1.1 indicate the percentage of respondents’ gender. The majority target
respondents of this study are female which is 61.5%, however the male respondents are 38.5%.
Besides, most of the respondents aged between 21 to 23 which is 48.7%, whereas there has
only a single respondent (0.3%) is 27 years old or above. Based on the Table 4.1.1, it also
indicates that majority of the respondents are from Faculty of Arts and Social Science with the
percentage of 28.7%, whereas Foundation in Science has the least respondents which is 6.4%
as compared with other faculties.

Table 4.1.1.1 Survey Respondents by Frequency, Duration, Estimated Expenditure of Online

Shopping and Types of Items Purchases Online

Frequency Percentage (%)

Number of times respondents bought things online
(during the past six months)
Never 4 1.0
1-2 times 133 34.1
3-5 times 138 35.4
6-10 times 76 19.5
11-20 times 19 4.9
21 times or above 20 5.1
Duration of respondents has been shopping online
Less than 3 months 94 24.1
3-6 months 81 20.8
6-12 months 62 15.9
1-2 years 53 13.6
2-3 years 39 10.0
3-5 years 41 10.5
More than 5 years 20 5.1
The respondents’ estimate amount of online
shopping expenditure (during the past six months)
Less than RM 50 54 13.8
RM 50-RM100 121 31.0
RM100-RM300 130 33.3
 RM300-RM500 50 12.8
RM500 above 35 9.0
Types of Products Purchased Online
Majority: clothes and shoes 290 74.4
Minority: toys, music instrument, E-books, foods, 1 0.3
mobile prepaid, luggage, water bottle and
stationery
Source: Developed for this research

According to the Table 4.1.2, most of the respondents had purchased online 3 to 5 times
during the past six months which is 35.4%, whereas there are only 4 respondents (1.0%) did
not shop online during the past six months.

Besides, majority of the respondents have been shopping online less than 3 months,
which is 24.1%, whereas there are only 20 respondents (5.1%) shop online more than 5 years.

In addition, the greatest number of respondents who had spent RM100 to RM300 in
purchasing items online during the past six months is 130 respondents (33.3%). The least
number of respondents who spent an estimated RM500 in online shopping during the past six
months is 35 respondents (9.0%).

Furthermore, most of the respondents which is 290 respondents (74.4%) purchase

clothes and shoes online. While toys, music instrument, E-books, foods, mobile prepaid,
luggage, water bottle and stationery have the least number of respondents to purchase in which
each of the item has only 1 respondent (0.3%) to purchase.

4.1.2 Central Tendencies Measurement of Constructs

Table 4.1.2: Central Tendencies Measurement of Constructs

Constructs Items Mean Standard Deviation

Attitudes A4 3.83 0.831
A5 4.11 0.867
Perceived Risks BII 3 4.00 0.939
BIV 2 2.66 0.982
 Perceived Benefits CI 4 4.13 0.749
CII 1 3.53 0.914
Subjective Norms D1 3.31 1.008
D2 3.98 0.803
Perceived E1 3.78 1.016
Behavioural Control E2 3.29 1.157
F1 4.02 0.717
Intention F2 4.02 0.729
F3 3.98 0.777
Online Shopping G1 3.48 0.961
Behaviour G2 3.05 1.043
Source: Created for this research

The Table 4.1.2 above illustrates the values of mean and standard deviation for all the
items in questionnaire. Firstly, the mean values of attitude fall within 3.83 to 4.11, perceived
risks from 2.66 to 4.00, perceived benefits from 3.53 to 4.13, subjective norms from 3.31 to
3.98, perceived behavioural control from 3.29 to 3.78, intention from 3.98 to 4.02, and online
shopping behaviour from 3.05 to 3.48.

Basically, almost all the mean values of the constructs including attitude, perceived risks,
perceived benefits, subjective norms, perceived behavioural control, intention and online
shopping behaviour are all higher than 3.000. Thus, it shows that most of the respondents had
expressed neutral opinions and agree with the items in the questionnaire except BI2 and BIV2
with the mean values of 2.94 and 2.66 respectively.
4.2 Scale Measurement
4.2.1 Normality Test

Table 4.2.1: Normality Test

Constructs Items Skewness Kurtosis

A1 -0.831 1.651
Attitudes A2 -0.560 1.295
A4 -0.592 0.521
A5 -1.060 1.432
BII 3 -0.875 0.416
Perceived Risks BIII 2 -0.001 -0.849
BIII 3 -0.869 0.640
BIV 2 0.420 -0.240
CI 2 -0.800 0.741
Perceived Benefits CII 1 -0.525 0.076
CIII 2 -0.890 0.712
Subjective Norms D1 -0.298 -0.590
D2 -0.947 1.679
Perceived E1 -0.887 0.364
Behavioural Control E2 -0.147 -0.990
Intention F1 -0.822 1.988
F3 -0.489 0.145
Online Shopping G2 0.034 -0.519
Behaviour G3 -0.413 -0.372
Source: Created for this research

The table displays the skewness and kurtosis values of all the constructs. A5 has the
lowest skewness value which is -1.060, while BIV2 has the highest skewness value of 0.420
out of all the items in the questionnaire. Besides, E2 has achieved the lowest kurtosis value of
-0.990 and F1 has achieved the highest kurtosis value which is 1.988 among all the items.
According to (Garson, 2012), the items of constructs can be concluded as normally distributed
when the values of the skewness and kurtosis lies between the range of -2 to 2. In this research,
all the skewness values of the constructs are between -1.060 and 0.420, whereas the values of
kurtosis of the constructs are within -0.990 and 1.988. This indicates that all items are normally
distributed due to all skewness and kurtosis values lies between the acceptable range of values.
4.3 Inferential Analysis

4.3.1 Pearson Correlation Analysis

Table 4.3.1: Pearson Correlation Coefficient

Variables Perceived Perceived Attitude Subjective Perceived Intention Behaviour

Risks Benefits Norms Behavioural
Control
Perceived 1.000
Risks
Perceived -0.089 1.000
Benefits 0.080
Attitude -0.135 0.468 1.000
0.007 0.000
Subjective 0.073 0.260 0.231 1.000
Norms 0.149 0.000 0.000

Perceived 0.086 0.143 0.047 0.026 1.000

Behavioural 0.088 0.005 0.355 0.606
Control
Intention -0.129 0.498 0.420 0.256 0.074 1.000
0.011 0.000 0.000 0.000 0.143
Behaviour -0.257 0.396 0.405 0.130 -0.008 0.448 1.000
0.000 0.000 0.000 0.010 0.870 0.000
Source: Developed for this research
Correlation Coefficient (r-value)
Significance (P-value)
 The Table 4.4.1 shows the findings of Pearson Correlation analysis. Perceived risks (-0.135)
has negative correlation with attitude, whereas perceived benefits (0.468) is positively
correlated with attitude. It means that the level of the majority variables will decrease when the
level of perceived risks increase. Both of the perceived risks and perceived benefits have
significance relationship with attitude as the P values for perceived risks and perceived benefits
are less than 0.05 which are 0.007 and 0.000 respectively. Besides, attitude and subjective
norms have positive correlation with online shopping behavior as their correlation coefficient
are 0.405 and 0.130 respectively, whereas perceived behavioural control has negative
correlation with online shopping behavior as its correlation coefficient is -0.008. In addition,
attitude and subjective norms have significant relationship with behavior as the P values of
attitude and subjective norms are 0.000 and 0.010. While perceived behavioural control has
insignificant relationship (0.870) with online shopping behavior as its P value is greater than
0.05.

Additionally, perceived behavioural control has achieved the highest number of P value
with behavior which is 0.870. Besides, the p value of perceived behavioural control and
intention is 0.143. Thus, it shows that there is no significant relationship between perceived
behavioural control and intention and behaviour.Whereas, the P-values of perceived risks and
others two variables which are perceived benefits (p=0.080) and subjective norms (p=0.088))
are greater than 0.05 too. This signifies that there is no significance relationship.

Lastly, the highest correlation coefficient shown is the table above is 0.498 which is lesser
than 0.9. Hence, the results evidenced that there are no multicollinearity problems exists among
the variables.
CHAPTER 5: DISCUSSION, IMPLICATIONS AND CONCLUSION

5.0 Introduction

This chapter discusses the summary of statistical analysis, discussion on major findings,
implications of the study, limitations of the study, recommendations for future study and
conclusion.

5.1 Summary of Statistical Analysis

5.1.1 Summary of Descriptive Analysis

The total of 390 sets questionnaire had been distributed to the respondents for collecting
data purpose. Based on the findings in Chapter 4, majority respondents are female
(61.5%) as compared with the male respondents (38.5%). Most of them aged between
21 to 23 years old (48.7%). Besides, there are 28.7% of the respondents are from
Faculty of Arts and Social Science (FAS).

The highest number of times that respondents bought things online during the past six
months are 3 to 5 times (35.4%). The result also indicates that most of the respondents
(24.1%) do online shopping less than 3 months. Furthermore, 33.3% of the respondents
spend at least RM100 to RM300 in online shopping during the past six month. The
findings of the research also show that 74.4% of respondents buy clothes and shoes
online.

The lowest mean value of all the independent variables is 2.66 and the highest mean
value are 4.13. The lowest mean value for dependent variable are 2.66 and the highest
mean value are 4.11. Thus, it signifies that majority of respondents had expressed
neutral to agree opinions with the items in the questionnaire.

5.1.2 Summary of Scale Measurements

Reliability test and normality test were carried out for this study to determine the
consistency of the results and to ensure the data distribution is normal. The results of
the reliability test indicate that all the variables including independent and dependent
variables are reliable and consistency as the coefficient range of Cronbach’s alpha for
all the constructs are above 0.7. According to the Rule of Thumb for reliability test, all
the constructs achieve excellent reliability in which the Cronbach’s Alpha Coefficient
range is 0.8 or above, except Perceived Risks, Subjective Norms and Perceived
Behavioural Control which are under good reliability in which their Cronbach’s Alpha
values are within 0.7 to 0.8 (Sekaran & Bougie, 2013).

Moreover, the results of normality test also show that data of all the constructs are
normally distributed as all the values of skewness and kurtosis met the range of -2 to 2
(Garson, 2012).

5.1.3 Summary of Inferential Analysis

The strength of relationship between two constructs is described in the Pearson

Correlation Analysis. It shows that Perceived Risks is negatively correlated with
majority of the variables excluding with Subjective Norms and Perceived Behavioural
Control. While majority of the variables are positively correlated with each other,
except Perceived Behavioural Control with Behaviour. Besides, there are significant
correlation for most of the variables as their p-values are less than 0.05, except
Perceived Risks with Perceived Benefits, Perceived Risks with Subjective Norms,
Perceived Risks with Perceived Behavioural Control, Attitudes with Perceived
Behavioural Control, Subjective Norms with Perceived Behavioural Control, Perceived
Behavioural Control with Intention and Perceived Behavioural Control with behaviour
(Malhotra, 2010). Attitudes has a moderate correlation; Subjective Norms has a very
weak correlation; Perceived Behavioural Control has negative correlation with Online
Shopping Behaviour of students in UTAR (DV) respectively. Whereas Perceived Risks
has negative correlation and Perceived Benefits has a moderate correlation with DV.
Additionally, the correlation coefficient of all the variables is below 0.90, therefore it
can be concluded that the problem of multicollinearity problem does not exists (Hair,
Anderson, Babin & Black, 2014).
5.2 Discussion on Major Findings

5.2.1 Attitudes

The first research objective is to determine whether attitudes influence the online shopping
behaviour of students in UTAR, Kampar campus.

The purpose of Pearson Correlation test is to identify the relationship between attitude and
behaviour towards online shopping. The results of the data analysis are shown in the Table
4.3.1. The p-value which is 0.000 that less than 0.05 indicates that there is significant
relationship between attitude and intention. Moreover, the findings show that attitude is
positively related to intention as the r-value is 0.420. Furthermore, there is also significant
positive relationship between attitude and behaviour with the p-value of 0.000 and r-value
of 0.405. Moreover, the findings show that the r-value between attitude and intention is
the highest value among others variables. It also showed that there are highest value of r-
value for behaviour among others variables.

It is aligned with the previous study of Choi & Geistfeld (2007) and Truong (2009) which
confirm that the attitude of the consumers is the strongest predictors of intention and
behaviour for them to online purchase. This shows that the attitude impacts on intention
and behaviour to online shopping among students in UTAR, Perak campus.The results
show that attitude is important to predict online shopping intention and behaviour. The
results are aligned with the consumer behaviour study by Hansen (2008) and Ajzen (1991),
both hedonistic and utilitarian attitudes towards Online Shopping Grocery is the strong
predictors for intention which in turn will affect consumer buying behaviour. It aligns with
the research of Delafooz (2009) that the level of intention and behaviour are high when
attitude towards online shopping is positive among the postgraduate students which is in
Malaysia. Moreover, the results are also proved by the research of Jarvenpaa et al. (2000)
that the intention or willingness of online shoppers are relatively positively high with the
attitude which in turn will influence their buying decision making and behavioural. It also
aligned with the results of the research of George (2004) and Yang et al. (2007) that attitude
is the predictor that will significantly and positively influence the intention for online
shopping. Moreover, the research of Shwu-Ing (2003) shows that positive attitude will
directly influence online shopping intention which in turn proving the findings of this
research. Besides, the research of Ho (2013) had proved the role of attitude as the intention
and behaviour on online shopper are predicted by attitude. It is also aligned with the study
of Javadi et al. (2012) that if the individual has significant and positive relationship, it will
positively increase their intention and behaviour towards online shopping.

As conclusion, the findings of this study are aligned with the past studies that there is a
significant positive relationship between attitude and behaviour towards online shopping.
It is also been proven by the previous studies of Shwu-Ing (2003), Jarvenpaa et al. (2000),
Delafrooz & Narger (2009), Tsydybey (2014) and Ho (2013) that the higher the attitude
towards online shopping, the higher the intention which in turn will directly influence the
online shopping behaviour of consumers. The findings had shown that attitude is
significantly positive related and influence the online shopping behaviour.

5.2.2 Subjective Norms

This research intends to determine whether subjective norms influence the online shopping
behaviour of students in UTAR, Perak campus.

The results of the data analysis are shown in the Table 4.3.1. It shows that there is a
significant relationship between subjective norms and intention with the p-value of 0.000
and r-value of 0.256. There is weak significant positive relationship between subjective
norms and behaviour with the r-value of 0.130 and p-value of 0.010.

The finding is aligned with the previous study of Javadi et al. (2012) that intention of the
consumers will be influenced by the opinions of the family and friends. Besides, the study
by Ajzen (1991) and Orapin (2009) indicates that the intention of consumers to purchase
online will be influenced by the opinions from the people whom important to them and it
proves that subjective norms are significantly positively related to intention. Besides, the
study by Khalifa & Limayen (2003) and Jarvelainen (2007) prove that the intention and
behaviour of online shoppers are determined by subjective norms which refer to their
family, friends and media. It is synchronized with the study of Lim et al. (2015), Harn,
Khatibi & Ismail (2006) and Jamil & Mat (2011) that were conducted in Malaysian
students’ context. It signifies that the perception of people of importance like family and
friends positively affect the students’ intention towards online shopping and influence their
buying behaviour.

The findings indicate that the significant relationship between subjective norms and
behaviour is weaker than the relationship between subjective norms and intention. This
finding is aligned with the study of Jamil and Mat (2011) in which the subjective norms
have minor influence on people’s online shopping behaviour, but major influence on their
intention towards online shopping. It is synchronized with the research of Choo, Chung &
Pysarchik (2004), Limayen et al. (2000) and Zhou (2011) that the subjective norms will
firstly influence the online shopper intention and then influence their behaviour. Moreover,
it is also supported by the research of He et al. (2008) that the subjective norms
significantly affect consumers’ intention, but it is weaker in affecting their behaviour. It is
also proven by the study of Lim, et al (2015) that there is no direct and weak relationship
between subjective norms and intention as the subjective norms first influence their
intention rather than behaviour.

Hence, the findings state that the significant relationship between subjective norms and
intention is stronger than the significant relationship between subjective norms and
behaviour. It is proven by the past studies of Jamil & Mat (2011), Leeraphong & Mardjo
(2013), Siti, Mohammed & Kamariah (2012) and Xie, Zhu, Lu & Xu (2011) that subjective
norms will more likely to influence the consumers’ intention, while less likely to influence
their behaviour.

5.2.3 Perceived Behavioural Control

To determine whether perceived behavioural control influence the online shopping

behaviour of students in UTAR, Perak campus is the third research objective in this study.

The relationship between attitude and behaviour towards online shopping is examined by
the Pearson correlation Test. The results of the data analysis is illustrated in the Table 4.3.1.
It shows that there is no significant relationship between perceived behavioural control and
intention because the p-value is 0.143 which is greater than 0.05. Besides, the p-value
which is 0.870 is the highest among all the variables, it signifies that there is no significant
relationship between perceived behavioural control and behavioural. Moreover, the r-value
of 0.074 indicated that there is very weak positive relationship between perceived
behavioural control and intention. This confirms that perceived behavioural control has
positive correlation with intention, however it has no significant relationship between them
as the significant value is lower than 0.05. Furthermore, it is also a weak negative
relationship between perceived behavioural control and behaviour that the r-value is only
-0.008. Thus, it can be concluded that perceived behavioural control is not a strong
predictor for online shopping behaviour.

It is contrary with the past research of Khalifa & Limayem (2003) that the perceived
behavioral control is significantly related to actual online purchasing. According to Ajzen
(1991), perceived behavioural control and behavioural intention are the influential factors
on consumer behaviour (Ajzen, 1991). This is because the findings have indicate that no
any significant relationship is found between these constructs. Moreover, the relationship
between these variables is weak.

However, the results is synchronized with the results of Mohammad et al. (2012) that the
perceived behavioral control is not significantly related to online shopping behaviour.
Moreover, it is also consistent with the research from Sinha (2010) that the influence of
perceived behavioural control is not significant towards online purchasing behaviour. One
of the possible reasons is because the limited accessibility to computer and Internet do not
really affect the consumers’ intention for online shopping. This is due to nowadays the
usage of smartphone is greater and heavier than the usage of computers. The smartphone
ownership rates increased in the lighting speed in the worldwide which 21% of ownership
rates in year 2013 and it had been climbing to 37% in year 2015 (Jacob, 2016). Besides,
the research shows that the rate of smartphone ownership has been increased rapidly since
year 2013 and there are increasing rate of 34% in Malaysia (Jacob, 2016). Even though
there is limited accessibility to computer, it will not affect the respondents to have the
desire to continue shopping online.

While according to the past research from Sinha & Kim (2012), it stated that the
accessibility to the Internet is one of the elements of perceived behavioural control that
may affect online shopping behaviour. Although they do not have computer with Internet
connection, the consumers will not restricted to online shopping as they may use their
smartphones and connect to Internet or smartphone data. Based on the January data in year
2018, there are total amounted of 3.7 billion unique mobile users among the population of
global mobile (Statista, 2018). Moreover, there is 49.7% of web page views through
mobile devices in the worldwide in February 2017 (Statista, 2018). This shows that people
nowadays own a smartphone and they are heavy users. Hence, the respondents are still
able to find easily to shop online with the existence of smartphone.
Hence, even though there is no significant relationship between perceived behavioural
control and online shopping behaviour, but it is still aligned with others past research with
certain possible reason.

5.2.4 Perceived Risks

The fourth research objective in this research is to determine whether perceived risks
influence the attitude of online shopping of students in UTAR, Kampar campus.

The relationship between perceived risks and attitude towards online shopping is examined
by the Pearson Correlation Test.The results of the data analysis is shown in the Table 4.3.1.
There is significant relationship between perceived risks and attitude as the p-value is
0.007 which is lower than 0.05. Moreover, r-value of -0.135 illustrates that there is a
negative relationship between perceived risks and attitude. It indicates that attitude will
decrease when the perceived risks increase.

The finding is aligned with a few of the past empirical studies that concluded that perceived
risks is the important influential factors in online shopping Suki (2002) and Egeln, Joseph
and Johnson (2012). The findings of the research of Dai, Forsythe and Kwon (2014) also
proved that online shopping attitude is negatively related to perceived risks, and attitude
will influence people’s online shopping intention and actual buying behaviour. The study
of Leboo (2015) also found that there is a negative relationship between attitude and
perceived risks. There are several research from Drennan et al. (2006), Kuhlmeier &
Knight (2005) and Slyke, Belanger & Comunale (2014) also generate the same findings.
The research by Tan (1999) showed that the lower the perceived risks associated with
online purchasing, the higher the willingness and attitude of consumers towards online
shopping. Lastly, the research by Bhatnagar et al. (2000) concludes that the higher the
uncertainty during the online purchasing, the higher the perceived risks which will
decrease the favourable attitude towards online shopping. The findings of the research
which was done by Cox and Rich (1964) and Peterson et al (1997) proved that the greater
the perceived risks, the greater the possibilities for the consumers will prefer the brick and
mortar retailer rather than online shopping which will decrease the favourable attitude
towards online shopping .
Hence, the findings of this research is synchronized with the findings of majority of the
past studies, while the significant negative relationship between perceived risks and
attitude has been proven with the r-value of -0.135 and p-value of 0.007.

5.2.5 Perceived Benefits

The fifth research objective in this study is to determine whether perceived benefits
influence the attitude of online shopping of students in UTAR, Kampar campus.

The relationship between perceived benefits and attitude towards online shoppingwas
examined by Pearson Correlation test. The results of the data analysis is displayed in the
Table 4.3.1. The p-value of 0.000 and r-value of 0.468 indicate that there is a significant
positive relationship between perceived benefits and attitude. This explains that perceived
benefits will influence the attitude of respondents towards online shopping.

The findings is aligned with previous study of Kurnia and Jenny (2003) which state that
attitude towards online shopping will be positively affected by the perceived benefits. The
study of Chen, Hsu and Lin (2010) also prove that perceived risk is one of the main reasons
that drive the online shopper when purchasing online. Besides, the study of Soopramanien
and Robertson (2007) had proven that level of attitude of online shopping will be high if
the consumers perceived online shopping is benefits for them. It also aligned with the
results of Delafrooz et al. (2009) that attitude towards online shopping among university
students in Malaysia is significantly and highly related with perceived benefits. The
findings of Vijayasarathy and Jones (2000) confirmed that benefits of internet shopping is
significantly associated with attitude and intention towards online shopping. The study of
Forsythe et al (2002) proves the significant and positive relationship between perceived
benefits and frequency and amount that spent online which indicate the attitude towards
Internet shopping. Moreover, the findings of Shaheen Mansori et al. (2012) shows that
perceived benefits is one of the factor that significantly influence the attitude of online
shopping among generation X and Y. Furthermore, a study that was conducted in Pakistan
by Adman (2014) had determined that the perceived benefits will cause positive impact on
attitude and buying behaviour of consumers towards online shopping. Lastly, the study
conducted by Ngugi (2014) had stated that the perceived benefits like time saving,
convenience and others more will positively affected the attitude of online shopper which
in turn influence their buying behaviour.
 In conclusion, the findings is aligned with many previous studies that there is significant
positive relationship between perceived benefits and attitude towards online shopping.

5.3 Implications of the Study

5.3.1 Managerial Implications

According to the descriptive analysis, majority of the respondents in this research are
female. It is consistent with the statement stating that most of the universities students
in Malaysia are female compared with male students (Rajaendram, 2016). Besides,
majority of the respondents in this study aged 21 to 23 years old because of UTAR
offers more degree programs and generally students who pursue their degree are mostly
between 19 to 24 years old (A Glance at the Malaysian Education System, 2015).

Nevertheless, perceived risks is significantly and negatively related to the online

shopping behaviour of the students. Hence, the online retailers can implement some
risk reduction strategies in order to reduce the concerns of UTAR students and build
their confidence when purchasing online such as security risks and non-delivery risks.
For instance, providing students with security and purchase privacy to build their
confidence and trust on online shopping (The Shopping Guarantee, 2017). Besides,
online retailers should educate the students with awareness of the e-commerce laws in
Malaysia on the online shopping platforms. The applicable laws include Consumer
Protection Act 1999, Personal Data Protection Act 2010, Electronic Commerce Act
2006, and Computer Crimes Act 1997 (Ruxyn, 2017). Moreover, Malaysia government
is also an important authority to enforce more rules and regulations in order to protect
the online shoppers.

Next, perceived benefits are significantly and positively related to online shopping
behaviour of the students according to the findings. When the e-marketers implement
risk reduction strategies, it also will indirectly increase the confidence of UTAR
student’s confidence in online shopping and encourage more online purchases. E-
marketers can provide cheaper prices, discounts, or promotions for online shoppers to
enjoy the benefits when purchasing online.

Perceived risks and perceived benefits will affect the online shopping behaviour of
UTAR students. When they perceive the risks in online shopping are low and the
benefits are high, it definitely will increase their favourable attitudes toward online
shopping.

In addition, subjective norms are found to have a significant relationship with behaviour
in this study. The referent opinion (friends and family) towards online shopping
behaviour will become favourable as online shopping is a very common phenomenon
in this digital era. Therefore, it encourages the students to engage in online shopping
when people important to them show a favourable views toward purchasing online.
This can be consider as very crucial for the online retailers to influence the perceptions
of the referent opinion of the UTAR students.

Lastly, perceived behavioural control is found to have an insignificant relationship with

online shopping behaviour of students. This is based on the UTAR students’ perception
on the aspects of accessibility to technology and Internet with the online shopping
behaviour. In this era of modern technology, it is very common for an individual to
have a smartphone with data and WIFI in order to access to the internet easily especially
university students. Due to most of the university students are tech savvy (Bowden,
2016) Hence, online retailers can focus lesser on the accessibility to the Internet since
the Perceived Behavioural Control has no significant relationship with online shopping
behaviour of students is insignificant based on the results of Pearson Correlation Test.

5.3.2 Theoretical Implications

This research had effectively determined the factors that influence the online shopping
behaviour of students in UTAR, Kampar campus from the theoretical perspective by
applying Theory of Planned Behaviour (TPB) with two additional constructs. TPB is
the most applicable model in explaining the human behaviour (Ajzen, 1991). According
to the research results, it indicate that partial of TPB is appropriate by adding Perceived
Risks and Perceived Benefits as the additional variables for this study. Both of the
variables have a significant relationship and direct linkage with Attitude which is the
one of the independent variables of TPB. It is proven that the proposed model for this
research is able to develop a comprehensive understanding and enrich the knowledge
of the factors that influence online shopping behaviour of the target respondents. It
delivers a clearer picture of the theory and provides a deeper and detailed understanding
for the topic. Thus, this study can be the references to the future researchers who are
 going to carry out the research on similar topic as this proposed framework is more
explanatory.

5.4 Limitations of the Study

There are a few of limitations that need to be addressed in this research. First and
foremost, this research is limited by the usage of closed-ended questions in the questionnaire
of this study. This is because the questions’ format may cause the respondents to be limited
from providing their real opinions as stated by (Mathers, Fox & Hunn, 2009). Closed-ended
questions refer to the questions consisting of limited possible answers (Farrell, 2016). The
respondents can only answer this type of questions with two point questions (Yes or No),
multiple choice questions (A, B, C, D) or rating scales such as five point Likert scales (Sincero,
2012). Respondents are only allowed to choose their answers based on the options given in the
questions only. As a result, the data collected may be not accurate enough as the respondents
are unable to provide their own answers and the researchers unable to explore more about the
opinions of the respondents.

Besides, the second limitation of this research is the usage of cross-sectional approach
owing to time constrain. Cross-sectional study refers to a study which investigates a situation
at a certain time point and there is no follow up (Saunders, Lewis & Thornhills, 2009). As a
result, it may fail to reflect the respondents’ opinions or views regarding the factors influencing
their online shopping behaviour in the future due to there may be some changes in their
opinions and perceptions since people are changing from time to time.

Moreover, data collection method adopted of this study may cause the data obtained to
be biased and inaccurate. The research instrument of this research is self-administered
questionnaire, it is convenient and low costs. However, respondents may answer the questions
in the questionnaire superficially without interpreting and analysing carefully when they are
overloaded by works or they are annoyed with the great amount of the items in the
questionnaire, thus it will discourage them to fill up the questionnaire truthfully. Additionally,
the respondents may also try to guess the answers that they think the researchers wanted.
Therefore, the data collected will be inaccurate and threatened by response bias, and eventually
decrease the quality of the study.
5.5 Recommendations for Future Study

There are some recommendations for future researchers in order to improve the
limitations identified in this research. Firstly, open-ended questions are recommended to be
used by future researchers in the questionnaire of the study in order to obtain more accurate
results because respondents are able to express their real opinions freely. Future researchers
are also suggested that to replace the self-administered questionnaire with face-to-face
interview in order to gain a better insights and more in depth understanding about the factors
that will influence the respondents to shop online (Marshall, 2016). This is because face-to-
face interview allows the researchers to communicate directly with the respondents and avoid
the respondents from providing answers randomly. Additionally, researchers can obtain a more
detailed assessment as they can observe the non-verbal language of the respondents and probe
more information from respondents (Marshall, 2016). Hence, replacing self-administered
questionnaire with face-to-face interviews can strengthen the accuracy and reliability of the
findings.

Secondly, future researchers should use longitudinal study approach in conducting the
research. This is due to longitudinal study approach may enable researchers to study the
changes in the online shopping behaviour of the respondents over time (Cherry, 2017).
Researchers can determine the human changes over time more effectively. The research is
permitted to be carried out thoroughly and the accurateness and reliability of the results will be
increased by applying longitudinal approach. Longitudinal study is used to study a
phenomenon over a certain period of time that allows the researchers to recognise the
individual changes. Therefore, researchers can collect more concise and accurate data for this
study.

In addition, future researchers should also reduce the items in the questionnaire. This is
because majority of respondents may not read the questions carefully, disinterested to fill up
the questionnaire and tend to answer the questionnaire superficially as they may get annoyed
by the great number of items in the questionnaire which consists of 52 questions in total. Thus,
it is considered as lengthy. Hence, future researchers should consider to reduce the items in the
questionnaire.
5.6 Conclusion

This research provided a new insights into the development of TPB with additional
constructs to study the online shopping behaviour of UTAR students, Kampar campus. The
research objectives and research questions which intended to determine about how those
factors influence the online shopping behaviour of university students are successfully
achieved. Purposive sampling had been used by distributing survey questionnaires to the target
respondents who have at least one experience of online shopping. As a result, it showed that
most of the independent variables including attitudes, subjective norms, perceived risks and
perceived benefits will influence the online shopping behaviour of students in UTAR. Although
there are no significant relationship between perceived behavioural control and online shopping
behaviour of the respondents, nevertheless this study has found out there are some of the
implications successfully which can fulfil the significance of this study for instance it benefit
to the online shopping retailers and marketers in improving and implementing their e-
commerce marketing strategies and plans among the society. However, this study has found
some limitations such as the usage of closed-ended questions in the questionnaire, cross-
sectional approach owing to time constrain and data collection method adopted may cause
biased and inaccurate. The future researchers are suggested to use open-ended questions in the
questionnaire, longitudinal study approach, conduct face-to-face interview and reduce the
number of items in the questionnaire.
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 UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ARTS AND SOCIAL SCIENCE
BACHELOR OF COMMUNICATION (HONS)
PUBLIC RELATIONS

Factors Influencing the Online Shopping Behaviour of

Students in Universiti Tunku Abdul Rahman (UTAR),
Kampar campus
Survey Questionnaire

Dear respondent,
We are final year undergraduate students pursuing Bachelor of Communication (Hons) Public
Relations from the Faculty of Arts and Social Science at Universiti Tunku Abdul Rahman
(UTAR). The purpose of this survey is to conduct a research to determine the factors that
influence the online shopping behaviour of students in UTAR, Kampar campus. Please answer
all the questions to the best of your knowledge. We assure that all information and responses
will be kept private and confidential and used solely for academic purpose.

Thank you for your participation.

Instructions:
1. This questionnaire consists of TWO sections. Please answer ALL questions in ALL
sections.
2. Completion of this form will only take you approximately 10 minutes.
3. The contents of this questionnaire will be kept strictly confidential.

Please sign as you are agree to participate in this survey.

I agree

_______________________

Signature
Prepared by:

Name Student ID
Chai Kar Yen 15AAB04577
Lee Yong Wei 14AAB04161
Peh Jing Ting 14AAB03964
Yap Hew Yeng 15AAB05265
SECTION A: DEMOGRAPHICS

Please tick (✓) on the relevant answer and fill in the blank for the question given below.

1. Gender
□ Male
□ Female

2. Age
□ 18-20
□ 21-23
□ 24-26
□ 27 or above

3. Faculty or foundation programme

□ Foundation in Arts
□ Foundation in Science
□ Faculty of Arts and Social Science
□ Faculty of Business and Finance
□ Faculty of Science
□ Faculty of Engineering and Green Technology
□ Faculty of Information and Communication Technology

4. Course (only for undergraduate students):

_______________________________

5. Have you ever made an online purchase before?

□ Yes □ No

6. How many times have you bought things online (during the past six months)?
□ Never
□ 1-2 times
□ 3-5 times
□ 6-10 times
□ 11-20 times
□ 21 times or above

7. How long have you been shopping online?

□ Less than 3 Months
□ 3-6 months
□ 6-12 months
□ 1-2 years
□ 2-3 years
□ 3-5 years
□ More than 5 years
8. What would be your estimate of online shopping expenditure (during the past six
months)?
□ Less than RM50
□ RM50-RM100
□ RM100-RM300
□ RM300-RM500
□ RM500 above

9. Please tick the types of products that you purchased online (can be more than one item).
□ Electronic products (Mobile phones, tablets, cameras, etc.)
□ Clothes/Shoes
□ Jewellery/Watches
□ Home and living (Beddings, home appliances, kitchen, dining, bathroom etc.)
□ Books and Magazines
□ Wines and Spirits
□ Tickets (Movie, concerts, plays, etc.)
□ Software
□ Travel (Airline, hotel bookings)
□ Hair and Beauty (Fragrances, hair care products, skin care products etc.)
□ Others. Please indicate______________________
SECTION B: FACTORS INFLUENCING THE ONLINE SHOPPING BEHAVIOUR OF
STUDENTS

Instruction: Respondents are required to indicate the extent to which they agree or
disagree with each statement by using 5 Likert scale [(1) = strongly disagree; (2) = disagree;
(3) = neutral; (4) = agree and (5) = strongly agree] response framework. Please circle only
ONE option for each question below.

A. ATTITUDE
No. Questions

Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree
1. Online shopping is enjoyable. 1 2 3 4 5
2. Online shopping is agreeable. 1 2 3 4 5
3. Online shopping is pleasant. 1 2 3 4 5
4. Online shopping is practical. 1 2 3 4 5
5. Online shopping is efficient. 1 2 3 4 5

B. PERCEIVED RISKS
No. Questions
Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree
I Security Risks
1. I feel that my debit/credit card details may be 1 2 3 4 5
misused if I shop online.
2. I might get overcharged if I shop online as the 1 2 3 4 5
retailer has my debit/credit card information.
3. I feel that my personal information given for 1 2 3 4 5
transaction to the retailer may be
compromised to third party.
II Product Risks
1. I might not get what I ordered through online 1 2 3 4 5
shopping.
2. I might receive malfunctioning products. 1 2 3 4 5
3. It is hard to judge the quality of product over 1 2 3 4 5
Internet.
III Convenience Risks
1. Finding right product online is difficult. 1 2 3 4 5
2. If I shop online I cannot wait till the product 1 2 3 4 5
arrives.
3. I cannot examine the product when I shop 1 2 3 4 5
online.
 4. It is not easy to cancel orders when shop 1 2 3 4 5
online.
IV Non-delivery Risks
1. I might not receive the product ordered 1 2 3 4 5
online.
2. I do not shop online because of non- 1 2 3 4 5
availability of reliable & well-equipped
shipper.

C. PERCEIVED BENEFITS
No. Questions

Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree
I Convenience
1. I shop online as I do not have to leave home 1 2 3 4 5
for shopping.
2. I shop online as I can shop whenever I want. 1 2 3 4 5
3. Online shopping makes my shopping easy. 1 2 3 4 5
4. I shop online as I can take as much time as I 1 2 3 4 5
want to decide.
II Availability
1. I shop online as I can get detailed product 1 2 3 4 5
information online.
2. I shop online as I get broader selection of 1 2 3 4 5
products online.
3. I use online shopping for buying products 1 2 3 4 5
which are not easily available in the nearby
market or are unique (new).
III Time Saving
1. I shop online as I can save myself from chaos 1 2 3 4 5
of traffic.
2. I shop online as I can save myself from 1 2 3 4 5
market crowd.

D. SUBJECTIVE NORMS
No. Questions
Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree

1. My family members would think that online 1 2 3 4 5

shopping is a good idea.
2. My close friends would think that online 1 2 3 4 5
shopping is a good idea.
3. The opinions and experiences of my family 1 2 3 4 5
affect my purchase decision.
 4. The opinions and experiences of my friends 1 2 3 4 5
affect my purchase decision.
5. The opinions and experiences discussed in 1 2 3 4 5
online forums affect my purchase decision.

E. PERCEIVED BEHAVIOURAL CONTROL

No. Questions

Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree
1. I do not shop online when Internet speed 1 2 3 4 5
(Web page download time) is very slow.
2. I do not shop online when I do not have a 1 2 3 4 5
computer at hostel/home.
3. I do not shop online when I do not have a 1 2 3 4 5
computer with Internet connection.
4. I do not shop online when I do not have a 1 2 3 4 5
debit/credit card.
5. I am confident to shop online even if no one 1 2 3 4 5
is there to show me how to do it.

F. INTENTION
No. Questions
Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree
1. I intend to shop online in the future. 1 2 3 4 5
2. I would continue to see myself to shop online. 1 2 3 4 5
3. I would seriously consider to shop online 1 2 3 4 5
again.

G. BEHAVIOUR
No. Questions
Disagree
Strongly

Strongly
disagree

Neutral

Agree

agree

1. I often buy goods and services online. 1 2 3 4 5

2. I spend a lot of money shopping online. 1 2 3 4 5
3. I buy goods and services from many online 1 2 3 4 5
market platforms.
4. I buy a wide variety of products and services 1 2 3 4 5
online.

Thank you for your participation.

All responses will be kept private and confidential.
Descriptive Analysis
A) Gender

Survey Respondents by Gender

Gender Frequency Percentage (%)

Male 150 38.5
Female 240 61.5
Total 390 100.0

B) Age

Survey Respondents by Age

Age Frequency Percentage (%)

18-20 169 43.3
21-23 190 48.7
24-26 30 7.7
27 or above 1 0.3
Total 390 100.0

C) Faculty or Foundation Programme

Faculty or Foundation Programme Frequency Percentage (%)

Foundation in Arts 63 16.2
Foundation in Science 25 6.4
Faculty of Arts and Social Science 112 28.7
Faculty of Business and Finance 102 26.2
Faculty of Science 27 6.9
Faculty of Engineering and Green 30 7.7
Technology
Faculty of Information and Communication 31 7.9
Technology
Total 390 100.0
D) Course

Course Frequency Percentage (%)

Foundation in Arts 64 16.4
Foundation in Science 24 6.2
Course (undergraduate students)
Journalism 6 1.5
Public Relations 34 8.7
Psychology 33 8.5
Advertising 15 3.8
Business Administration 29 7.4
Banking and Finance 18 4.6
Electronic Engineering 14 3.6
Foundation in Science 24 6.2
Commerce Accounting 28 7.2
Computer Science 14 3.6
Financial Economy 9 2.3
Environmental Engineering 3 0.8
Entrepreneurship 7 1.8
Food Science 12 3.1
Construction Management 4 1.0
Logistic 1 0.3
Finance 10 2.6
Chinese Studies 13 3.3
Information Systems Engineering 9 2.3
Biomedical Science 1 0.3
Business Information Systems 7 1.8
Biochemistry 3 0.8
Statistical Computing and Operations 3 0.8
Research
Biomedical Science 3 0.8
English Education 9 2.3
Communications and Networking 6 1.5
 English Language 2 0.5
Marketing 1 0.3
Petrochemical Engineering 8 2.1
Total 390 100.0

E) Have respondents ever made an online purchase before?

Survey Respondents by Question: Have respondents ever made an online purchase before?

Answers Frequency Percentage (%)

Yes 390 100.0
No - -
Total 390 100.0

F) How many times have respondents bought things online (during the past six months)?

Survey Respondents by Question: How many times have respondents bought things online
(during the past six months)?

Number of times Frequency Percentage (%)

Never 4 1.0
1-2 times 133 34.1
3-5 times 138 35.4
6-10 times 76 19.5
11-20 times 19 4.9
21 times or above 20 5.1
Total 390 100.0

G) How long have respondents been shopping online?

Survey Respondents by Question: How long have respondents been shopping online?

Duration Frequency Percentage (%)

Less than 3 months 94 24.1
3-6 months 81 20.8
6-12 months 62 15.9
 1-2 years 53 13.6
2-3 years 39 10.0
3-5 years 41 10.5
More than 5 years 20 5.1
Total 390 100.0

H) What would be the respondents’ estimate of online shopping expenditure (during the
past six months)?

Survey Respondents by Question: What would be the respondents’ estimate of online

shopping expenditure (during the past six months)?

Amount Frequency Percentage (%)

Less than RM 50 54 13.8
RM 50-RM100 121 31.0
RM100-RM300 130 33.3
RM300-RM500 50 12.8
RM500 above 35 9.0
Total 390 100.0

I) The Types of Products that Respondents Purchased Online.

Survey Respondents by the Types of Products that Respondents Purchased Online-

Electronics products

Answer Frequency Percentage (%)

Yes 135 34.6
No 255 65.4
Total 390 100.0
Survey Respondents by the Types of Products that Respondents Purchased Online-Clothes or
Shoes

Answer Frequency Percentage (%)

Yes 290 74.4

No 100 25.6

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online-Jewellery

or Watches

Answer Frequency Percentage (%)

Yes 81 20.8

No 309 79.2

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online-Home and
Living Products

Answer Frequency Percentage (%)

Yes 60 15.4

No 330 84.6

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Books
and Magazines

Answer Frequency Percentage (%)

Yes 81 20.8
 No 309 79.2

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Wines
and Spirits

Answer Frequency Percentage (%)

Yes 3 0.8

No 387 99.2

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Tickets

Answer Frequency Percentage (%)

Yes 225 57.7

No 165 42.3

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Software

Answer Frequency Percentage (%)

Yes 35 9.0

No 355 91.0

Total 390 100.0

 Survey Respondents by the Types of Products that Respondents Purchased Online- Travel
Purpose

Answer Frequency Percentage (%)

Yes 157 40.3

No 233 59.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Hair and
Beauty Products

Answer Frequency Percentage (%)

Yes 130 33.3

No 260 66.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Sports
Equipment

Answer Frequency Percentage (%)

Yes 3 0.8

No 387 99.2

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Games

Answer Frequency Percentage (%)

Yes 4 1.0

No 386 99.0

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Pet
Product

Answer Frequency Percentage (%)

Yes 2 0.5

No 388 99.5

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Albums

Answer Frequency Percentage (%)

Yes 4 1.0

No 386 99.0

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Toys

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Music
Instrument

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- E-books

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Foods

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Mobile
Prepaid

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Luggage

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online- Water
Bottle

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online-Nutrition

Answer Frequency Percentage (%)

Yes 3 0.8

No 387 99.2

Total 390 100.0

Survey Respondents by the Types of Products that Respondents Purchased Online-Stationery

Answer Frequency Percentage (%)

Yes 1 0.3

No 389 99.7

Total 390 100.0

Central Tendencies Measurement of Constructs
Constructs Items Mean Standard Deviation
Attitude A1 4.01 0.747
A2 3.89 0.714
A3 3.92 0.770
A4 3.83 0.831
A5 4.11 0.867
Perceived Risks BI 1 3.16 0.944
BI 2 2.94 1.018
BI 3 3.32 1.005
BII 1 3.38 1.035
BII 2 3.68 0.950

BII 3 4.00 0.939

BIII 1 3.13 1.082
BIII 2 3.20 1.099
BIII 3 3.84 0.944
BIII 4 3.26 1.021
BIV 1 3.15 1.043
BIV 2 2.66 0.982
Perceived Benefits CI 1 3.83 0.846
CI 2 4.08 0.766
CI 3 4.07 0.777
CI 4 4.13 0.749
CII 1 3.53 0.914
CII 2 3.85 0.796
CII 3 4.01 0.900
CIII 1 3.98 0.833
CIII 2 3.99 0.900
Subjective Norms D1 3.31 1.008
D2 3.98 0.803
D3 3.54 0.982
D4 3.67 0.888
 D5 3.86 0.857
Perceived E1 3.78 1.016
Behavioural E2 3.29 1.157
Control E3 3.75 1.058
E4 3.74 1.039
E5 3.46 0.982
Intention F1 4.02 0.717
F2 4.02 0.729
F3 3.98 0.777
Online Shopping G1 3.48 0.961
Behaviour G2 3.05 1.043
G3 3.30 1.029
G4 3.38 1.014
Normality Test
Constructs Items Skewness Kurtosis
Attitude A1 -0.831 1.651
A2 -0.560 1.295
A3 -0.577 0.811
A4 -0.592 0.521
A5 -1.060 1.432
Perceived Risks BI 1 -0.088 -0.590
BI 2 0.275 -0.564
BI 3 -0.111 -0.652
BII 1 -0.319 -0.794
BII 2 -0.605 -0.030
BII 3 -0.875 0.416
BIII 1 0.014 -0.754
BIII 2 -0.001 -0.849
BIII 3 -0.869 0.640
BIII 4 -0.148 -0.648
BIV 1 -0.079 -0.749
BIV 2 0.420 -0.240
Perceived Benefits CI 1 -0.727 0.392
CI 2 -0.800 0.741
CI 3 -0.616 0.301
CI 4 -0.624 0.388
CII 1 -0.525 0.076
CII 2 -0.546 0.396
CII 3 -0.824 0.361
CIII 1 -0.722 0.467
CIII 2 -0.890 0.712
Subjective Norms D1 -0.298 -0.590
D2 -0.947 1.679
D3 -0.477 -0.194
D4 -0.623 0.251
 D5 -0.671 0.364
Perceived E1 -0.887 0.364
Behavioural E2 -0.147 -0.990
Control E3 -0.702 -0.259
E4 -0.727 -0.045
E5 -0.448 -0.200
Intention F1 -0.822 1.988
F2 -0.715 1.302
F3 -0.489 0.145
Online Shopping G1 -0.289 -0.455
Behaviour G2 0.034 -0.519
G3 -0.413 -0.372
G4 -0.381 -0.373