Narges Delafrooz - Corresponding Author Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Guilan, Iran
Adeleh Delafrooz - Islamic Azad University, Rasht, Guilan, Iran.

The purpose of this study was to examine determinants that influence online shopping behavior. This study focuses on the motivation and concern factors, which affect Malaysian Internet users’ shopping behavior. A total of 370 completed questionnaires were analyzed using path analysis to identify direct and indirect effects on online shopping intention. Samples were selected using convenience sampling technique among students from the states of Selangor. Path analysis was employed to achieve the objective of the study. The results of the study showed that the self-efficacy and trust related to concern factors had higher direct effect on online shopping intention whereas motivation factors include convenience, prices and wider selection had higher indirect effect on the online shopping intention through the attitude toward online shopping

Motivation, Concern, online shopping, Behavior