Factors affecting purchase intention of online shopping among young consumers / Siti Rogayah Seken

Internet shopping is great revolution era of globalization electronic marketing. Over the period of time maximum business organizations are running with technological revolution. Online shopping is convenience and trend among consumer, especially young consumers. Moreover, the prevalence of online shopping has raised the interest of retailers to focus on this area. Therefore, this study was to identify the factors affecting purchase intention of online shopping among young consumers. Young consumers aged between 18 and 37 were selected as a subject of analysis. 292 out of 300 sets of questionnaires distributed were valid for coding and analyzing. Collected data were then analyzed using SPSS version 24.0 to examine the model fits and answer research questions. The conclusion can be represented that perceived ease of use, perceived usefulness, perceived risk and trust significant positively influence online purchase intention. Finding also discovered that purchase intention significant positively influence online shopping behavior. For future research, sample from senior citizens and other variables that related to online shopping were to be included to minimize sampling bias.