About this document
Online Shopping Behavior (2015) by siti.hadijah is a document available to read on EtoBox.
This study investigates the factors influencing online purchase intention among Generation Y consumers in Malaysia, focusing on variables such as attitude, subjective norm, and trust. A quantitative analysis of 662 usable questionnaires revealed that purchase intention effectively mediates the relationship between these independent variables and online shopping behavior. The findings contribute to understanding consumer behavior in the context of Malaysian online purchases and highlight the importance of tr
- Author
- siti.hadijah
- Language
- EN