Factors Influencing Online Purchase Intention among University Students

This study focused, through multiple regressions, on the factors that influence online purchase intention among Malaysian university students. The primary data collection method utilises a questionnaire that was developed and distributed based on a systematic sample of 400 students in a higher educational institution in Malaysia. The findings were analysed using Structural Equation Modelling (AMOS) to test the hypotheses. According to the study’s results, perceived benefits and perceived ease of use may act as complete mediators since the direct effect of past experience on online purchase intention is no longer significant after the mediators enter the model. This result indicates that past experience affects on perceived benefits and perceived ease of use while these perceptions affects online purchase intention. It was thus recommended that online retailers should maximize their efforts in reinforcing their relationship with the customers including to constantly engage with those that are online.