Factors Influencing Online Shopping Behaviour Intention: Theory of Planned Behaviour Approach
This study investigates consumers’ online shopping behaviour intention and identify the factors that influence their intention to shop online based on Theory of Planned Behaviour (TPB). This study used quantitative approach. Total samples of 118 respondents through convenience sampling method were conducted in three main shopping malls in Kuantan. Partial Least Square (PLS) technique of Structural Equation Modelling (SEM) was used to test the relationship between the research model construct. The results indicate that subjective norm and perceived behavioural control play important role and have positive relationship with online shopping behaviour intention. On the other hand, attitude is not a significant predictor to online shopping behaviour intention. The findings from this study will be useful and provides knowledge to sellers, manufacturers as well as web developers to improve their services.
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