摘要：To ensure the success of online business, it is important for the retailers to understand their targeted customers. The aim of this study examines the significance of attitude toward online shopping. The objective of the study was to determine relationship between utilitarian orientation, hedonic orientation and perceived benefits with attitude toward online shopping. A five-level Likert scale was used to determine students' attitudes towards online shopping. A self-administered questionnaire, based on prior literature, was developed and a total of 173 students were selected by random sampling. The analysis demonstrated the determinants of consumers' attitudes towards online shopping.
