Psychological factors influencing online buying behaviour among students

Online shopping has become a trend nowadays and a survey shows that youngsters among Generation Y are the most active users on using online shopping. In the meantime, National Consumer Complaints Centre (NCCC) has received lots of complaints about online shopping scams. Therefore, this study determines the psychological factors influencing online shopping behaviour among students of Universiti Malaysia Perlis (UniMAP). A conceptual framework is proposed by applying the constructs of Theory of Planned Behaviour (TPB) including attitudes, subjective norms, perceived behavioural control, buying behaviour and two additional factors which are perceived risks and perceived benefits adopted from the past empirical studies which are determined as psychological factors of online shopping. This quantitative research used a questionnaire via google form link distributed to 390 respondents selected by convenience sampling among UniMAP students. The results showed that attitude, perceived risks and perceived benefits had relationship toward online buying due to p=<0.05. Meanwhile, subjective norms have a very weak relationship with r-value=.130 and perceived behaviour control was not correlated with online shopping (P-value=0.870). Perceived behavioural control influence an individual's understanding of the complexity or ease of executing a specific action concludes that psychological factors partially influence online shopping among UniMAP's students.