The intentions towards online shopping among UiTM students Kampus Bandaraya Melaka

Marketers are constantly searching for other ways to deliver the right message to their targeted market. Online shopping has been one of the way used by the marketers and has grown for years and years that a lot of firms have used in their marketing communication method. It has been established that customers are enjoying online shopping more as it benefits them in terms of convenience, a lot more of variety, and saving up customers’ time and effort to search on their desired product. There are many studies done by the researchers all over the world regarding the effectiveness of online shopping. However, the results are different according to the geographical location as the customers’ preferences vary according to different variables. This research project analyzes the relationship between the intentions towards online shopping among UiTM students Kampus Bandaraya Melaka towards the independent variables which are cognition, perceived usefulness and perceived ease of use. In this study, the result shows that the general feedback towards intentions towards online shopping are positive for UiTM students. It is proven that perceived usefulness is the strongest variable to have impact on intentions towards online shopping among UiTM students Kampus Bandaraya Melaka according to the results derived from the SPSS data.