Students Behavior Towards Online Shopping—Study Reference to Kelantanies, Malaysia
Abstract
The study aimed to examine the behavior of students towards online shopping in Kelantan,
Malaysia. A quantitative research method was employed, and data was collected through a
self-administered questionnaire from a sample of 122 students from various higher education
institutions in Kelantan. The results showed that students in Kelantan have a positive attitude
towards online shopping and perceive it as convenient and timesaving. They also showed a
high intention to shop online in the future. The study found that the factors that influenced the
behavior of students towards online shopping were perceived usefulness, perceived ease of
use, perceived risk, and trust in online sellers. The findings of this study can be used by online
retailers and marketers to develop effective strategies to target the student market in Kelantan,
Malaysia.
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