Factors Influencing College Students’ Intention To Shop Online
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 8
Abstract
There are many benefits of e-commerce, however not all internet users ever conduct online shopping. The main purpose of this study is to explore the factors that influence college students’ intention to shop online. Theory of Planned Behavior (TPB) is often used as a basic model to examine how intention of buying online is formed. This study used TPB model which is integrated with Technological Acceptance Model (TAM). The model was analyzed using Partial Least Square (PLS) analysis. As for the data, as many as 150 respondents were analyzed. The respondents were college students who had never bought goods online. The results of the analysis suggest that only attitude proven to direct influence on Intention, while perceived ease of use and perceived usefulness were proven to influence Intention through attitude that acts as their mediator variable. Attitude gives the greatest influence to Intention.
Authors and Affiliations
Rizki Rahmadian Miftahul Ula, Yusman Syaukat, Budi Suharjo
Keywords
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