Factors Affecting Students’ Online Purchase Intention in Urban Areas

Abstract

The expansion of digital technologies has significantly reshaped consumer behavior, with online shopping becoming increasingly prevalent. This study examines factors influencing online purchase intention among urban university students in Malaysia, focusing on social influence, electronic word-of-mouth (eWOM), website content, and attitude. A quantitative research design was employed using a structured online questionnaire distributed to students in public and private universities. Data were analyzed to test hypotheses regarding the relationships between independent variables and online purchase intention. Findings are expected to provide valuable insights for online retailers and marketers in developing effective digital strategies targeted at young, digitally active consumers. The study also contributes to the academic literature by clarifying how social influence, eWOM, website content, and attitude jointly shape online purchase intention among urban university students in Malaysia.