IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025i11p2510-2515.html
   My bibliography  Save this article

Factors Affecting Students' Online Purchase Intention in Urban Areas

Author

Listed:
  • Mariaton Safrina Baharuddin

    (UNITAR University College Kuala Lumpur, Malaysia)

  • Muhammad Luqman Haqem Abd Wahab

    (University Technology MARA (UiTM))

  • Zabedah Othman

    (University Technology MARA (UiTM))

Abstract

The expansion of digital technologies has significantly reshaped consumer behavior, with online shopping becoming increasingly prevalent. This study examines factors influencing online purchase intention among urban university students in Malaysia, focusing on social influence, electronic word-of-mouth (eWOM), website content, and attitude. A quantitative research design was employed using a structured online questionnaire distributed to students in public and private universities. Data were analyzed to test hypotheses regarding the relationships between independent variables and online purchase intention. Findings are expected to provide valuable insights for online retailers and marketers in developing effective digital strategies targeted at young, digitally active consumers. The study also contributes to the academic literature by clarifying how social influence, eWOM, website content, and attitude jointly shape online purchase intention among urban university students in Malaysia.

Suggested Citation

  • Mariaton Safrina Baharuddin & Muhammad Luqman Haqem Abd Wahab & Zabedah Othman, 2025. "Factors Affecting Students' Online Purchase Intention in Urban Areas," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(11), pages 2510-2515, November.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:11:p:2510-2515
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/uploads/vol9-iss11-pg2510-2515-202512_pdf.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/journals/ijriss/articles/factors-affecting-students-online-purchase-intention-in-urban-areas/
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:i:11:p:2510-2515. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.