Effecting of consumers ‘characteristics on attitude toward online shopping

Internet has changed the ways business is conducted and the ways producers and consumers interact. Internet is a business medium that allows the firms to generate interactive online environments that permit consumers to gather and assess information, evaluate purchase intention and directly purchase products at their own convenience. Besides, the growth of online shopping is also increasing at a rapid rate in Malaysia by replacing traditional store shopping habit of the substantial number of consumers. The purpose of the research is to investigate the factors that are influencing consumer’s online shopping attitude in Malaysia. This research proposes a research framework on online shopping by refereeing various influential factors which are antecedents of online shopping in Malaysia. Further Paying attention to the factor that affects the attitude towards online shopping intention is essential for the marketers to develop their marketing strategies to increase sales. Additionally, it is known that the intention to make online purchase is influenced by the attitude of online shoppers. This study examines the factors predicting students’ online shopping attitude at universities of klang Valley area in Malaysia. In this study, cluster sampling method was used, the study showed that subjective norm, integrity, ability were significantly and positively correlated with attitude of online shoppers. However, there is no significant relationship with regards to benevolence.

Keywords:

consumer behavior , online shopping , trust , subjective norm , Attitude