This study focused, through multiple regressions, on the factors that influence online purchase intention among Malaysian university students. The primary data collection method utilises a questionnaire that was developed and distributed based on a systematic sample of 400 students in a higher educational institution in Malaysia. The findings were analysed using Structural Equation Modelling (AMOS) to test the hypotheses. According to the study’s results, perceived benefits and perceived ease of use may act as complete mediators since the direct effect of past experience on online purchase intention is no longer significant after the mediators enter the model. This result indicates that past experience affects on perceived benefits and perceived ease of use while these perceptions affects online purchase intention. It was thus recommended that online retailers should maximize their efforts in reinforcing their relationship with the customers including to constantly engage with those that are online.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
