DETERMINANTS THAT PERSUADING STUDENTS’ ONLINE SHOPPING BEHAVIOR TOWARDS PURCHASING COSMETIC PRODUCT

Abstract

The purpose of this research is to examine the factors on online shopping behavior of consumers that might be one of the most important variables of e-commerce and marketing field. Nevertheless, there is very limited information about online consumer behavior as it is complicated and involves too many factors. The aim of this study is to covering the shortcomings of previous studies that didn't observe the main factors that influence on online shopping behavior. Thus, the study attempts to identify the elements that influence relationship between risk, convenience, trust and past experience and behavior towards online shopping as well as establish the significance of each factor in predicting behavior towards online shopping among the customers. Primary data was collected through distribution of questionnaires towards the Higher Learning Institution (HLI) students in Perlis. Research findings discovered that risk and trust are positively significant with behavior towards online shopping while convenience and past experience were not significant with the behavior towards online shopping.