期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：7
页码：702-717
DOI：10.6007/IJARBSS/v8-i7/4413
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This study focused, through multiple regressions, on the factors that influence online purchase intention among Malaysian university students. The primary data collection method utilises a questionnaire that was developed and distributed based on a systematic sample of 400 students in a higher educational institution in Malaysia. The findings were analysed using Structural Equation Modelling (AMOS) to test the hypotheses. According to the study’s results, perceived benefits and perceived ease of use may act as complete mediators since the direct effect of past experience on online purchase intention is no longer significant after the mediators enter the model. This result indicates that past experience affects on perceived benefits and perceived ease of use while these perceptions affects online purchase intention. It was thus recommended that online retailers should maximize their efforts in reinforcing their relationship with the customers including to constantly engage with those that are online.
