Assessing satisfaction towards e-shopping among university students: a case study of UiTM Shah Alam / Nurul Amie Kamarudzaman

E-shopping has continued to become a shopping trend because of the internet accessibility. E-shopping has seen massive growths in recent years for many reasons. The convenience of online shopping has affected Malaysia’s consumers as evidenced from the increment of 13.36 million users in 2016 to 15.18 million in 2017. Literature have shown that the majority of online shoppers were university students because they are more technology oriented and fashionably conscious. Hence, this study assessed the satisfaction of online shoppers particularly among university students at UiTM Shah Alam towards e-shopping nowadays. Quantitative techniques have been used in this study in order to answer the objectives of this research. From a sample size of 400 students, the returned responses were 381 or. 95.3%. The findings revealed that the factors influencing satisfaction towards e-shopping were website design, delivery, security and product variety. The implications from this study show that online shopping will continue to be popular among the younger set.