Correlates Of Consumer Online Buying Behaviour
The increasing usage of internet provides a developing prospect for online retailers. The purpose of this research
is to ascertain the factors that influence consumer online buying behavior (online shopping intention). To this end, a survey
was conducted by administering questionnaires on respondents. In total, 200 students from University Utara Malaysia (UUM)
were chosen based on convenient sampling method. Descriptive statistics, reliability analysis, and multiple-regression were
employed to analyze the data collected. The results show that price and product variety have significant effect on consumers’
online shopping behavior and online shopping intention. Subsequently, it was recommended that retailers should adopt
appropriate pricing and product assortment strategies which are found to be the most important factors influencing online
buying behavior of consumers.
Keywords— Consumer Behaviour, Online Shopping, Shopping Intention, Price, Product Variety.