Factors affecting attitudes towards online shopping among students at UiTM Kota Samarahan Sarawak / Norliza Amira Jemat

Online shopping is a common shopping method among young people these days. There are various reasons why they choose to shop online, among them are the fact that online shopping is ubiquitous and has a global reach. However, there are also other concerns about online shopping. This study is to investigate some of those issues, namely the awareness, trust, perceive ease of use and perceive usefulness. This study set out to examine the factors that affecting students’ attitudes towards online shopping at UiTM Kota Samarahan through a five-pint Likert scale self-administered questionnaires. A sample of 350 students was selected among diploma and degree holder at UiTM. Descriptive analysis and compare means were employed to achieve the objectives of the study. The result of the study shows that the level of online shopping attitude is relatively high and direction towards it was positive among university students. Moreover, it is found that the demographic characteristics (gender, age, race and current level of studies) were significantly and positively correlated with the attitude towards online shopping. In addition, the result revealed that online shopping brings high perceived usefulness and perceived ease of use towards university students. Other than that, they are aware of the use of online shopping and the level of trust towards it is significant and positively correlated with online shopping attitude.