Determinants of Online Shopping Intention Among Students: A Proposed Integration of TPB and TAM

The rapid growth of e-commerce in Malaysia, driven by affordable internet access and mobile commerce, has significantly reshaped consumer behavior, especially among university students. Platforms such as Shopee, Lazada, and TikTok Shop have become integral to student lifestyles, offering convenience and affordability. As digital natives, students increasingly rely on online shopping for goods and services, yet concerns regarding trust, product authenticity, and transaction security continue to influence their purchasing decisions. This study aims to examine the determinants of online shopping intention among Universiti Teknologi MARA (UiTM) students by integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). A quantitative, cross-sectional survey will be conducted among undergraduate students selected through stratified random sampling to ensure representation across faculties, academic years, and gender. Constructs such as perceived usefulness, perceived ease of use, attitude, subjective norms, and perceived behavioral control will be measured using validated five-point likert scales. Data will be analysed using SmartPLS to assess reliability, validity, and structural relationships through Structural Equation Modeling (SEM). By integrating behavioral and technological perspectives, this study seeks to advance understanding of the factors shaping students’ online shopping intention. Findings are expected to guide online retailers in designing student-oriented strategies, support consumer protection agencies in enhancing digital security measures, and assist universities in promoting responsible online consumption.