出版社：Mediterranean Center of Social and Educational Research (MCSER)
摘要：The purpose of this paper is to examine the level of attitude towards online shopping activities among undergraduate and postgraduate students in Malaysian public university. By applying a quantitative survey approach, a total of 800 questionnaires were distributed to the students by handing them out, subsequently 662 questionnaires were usable for analysis. Systematic sampling technique was applied in this research and the measurement instruments are adapted from several resources that high in internal consistency. The final response rate was 83% and data was then analyzed using Statistical Package for Social Sciences (SPSS) version 21.0. By referring to the mean score, this research recommended the overall score for attitude was of moderate level. Future study was suggested to include also other variables and different sample frame could be inserted for further investigation. Finally, the current study could provide an informative idea to the country, business as well as the consumers for the potential to perform online shopping.
关键词：Attitude; online shopping; public university; Malaysia
