Consumers’ Behavior in Online Purchasing among Universiti Sultan Zainal Abidin (UniSZA) Undergraduates Students

Online purchasing is an act for purchasing goods and services using internet. Online shopping has become more and more popular as the internet has grown. In online purchasing, consumers’ behavior is critical for understanding the psychological and behavioral factors that influence people’s purchasing decisions, consumer more concern about security, privacy and customer loyalty and there are significant research gap in characteristics influencing online shopping behavior among undergraduates, still lack on specific characteristics and preferences influencing online purchasing decision making among undergraduates. This research used Theory Planned behavior. Objectives for this research is to determine the level of consumers’ behavior in online purchasing among UniSZA undergraduate, Specifically, the research aim to identify the factor that influence consumers’ behavior in online purchasing among UniSZA undergraduates and to identify the relationship between attitude, trustworthiness, loyalty, security and safety, convenience and consumers’ behavior in online purchasing. This research have been employed quantitative method, which conduct survey on 210 UniSZA undergraduates students through provide questionnaire that shows strong reliability in pilot study. Data analysis utilized IBM SPSS, employing Descriptive Analysis, Pearson – Correlation Analysis and Multiple Regression Analysis for interpretation. In Pearson – Correlation Analysis attitude have very strong correlation value with 0.812, while in Regression Analysis all variables have positive relationship with consumers’ behavior in online purchasing with significant value less than 0.05. These findings help to gain a comprehensive view of undergraduates decision when engaging in online purchasing. The findings also help in having more accurate data about wishes of consumers’ in choosing to purchase online.