Factors Influencing Consumer Behaviour Towards Online Purchasing Among Students In Universiti Teknikal Malaysia Melaka (UTeM)

Puteri Mahira, Muhamad Tajudin (2015) Factors Influencing Consumer Behaviour Towards Online Purchasing Among Students In Universiti Teknikal Malaysia Melaka (UTeM). Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The aim of this paper is to provide an empirical analysis of the consumer behavior, which affect online purchasing in online markets. Emphasis will take place on the elements of consumer behavior. The objective is to explore these factors and evaluate a proposed framework explaining the interaction between them. The research framework was derived from online purchasing and consumer behavior. The research methodology is supported firstly, by a survey of a number of online consumers, according to a set of criteria and secondly, by questioning a number of people. A survey will be developed to collect data from the participants. Primary data were collected through a survey that was conducted with students at the Universiti Teknikal Malaysia Melaka. The purpose of this dissertation was to examine if there are any particular factors that affects the students on online purchasing. Price, trust and convenience were identified as important factors. Security and trust were considered to be the most important factor in a majority of the students. By developing a number of hypotheses we were able to evaluate the elements of our research framework and relationship between each variable. The findings of this research provide evidence for the relationship between factor affecting consumer behavior towards online purchasing, which is convenience, price and security and trust factors.

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