The existing literature suggests that customers are likely to get hooked on the

The existing literature suggests that customers are

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customers and have them try the service. The existing literature suggests that customers are likely to get hooked on the service once they try it (Smaros et al., 2000). The findings showed three out of five hypotheses were supported. The connection between purchase intention and online shopping behavior showed the strongest relationship (β=0.723, p<0.05). The high effect of purchase intention towards online shopping behavior was consistent with previous studies (He et al., 2009; Orapin, 2009; Pavlou and Fygenson, 2006; Roca et al., 2009) that the intention was a salient predictor of actual behavior to shop online. The second higher was between subjective norm and purchase intention with positive and significant result. The result implied that university students’ purchase intention was influenced by perception of the families, friends and media. It was especially true when applied to Malaysians that culture- bounded and averse to change (Harn et al., 2006; Jamil & Mat, 2011). Hypothesis 3 was supported and in tandem with the findings from Enrique et al. (2008), Kim and Song (2010) and Xie et al. (2011). It is reasonable for the insignificant result between subjective norm and online shopping behavior as supported by Ajzen (1991) and Jamil and Mat (2011). Although perceived usefulness and online shopping behavior have weak positive relationship, the insignificant path was agreed by Aghdaie et al. (2011) and university students’ actual online behavior tend to be more driven by other variables. This research has shown an increased explanatory power of the purchase intention and online shopping behavior compared to previous research. It also provides guideline for future research to concentrate on the strengths and terminate the weaknesses. As with any studies, there are some drawbacks in this research such as the sample chosen was limited to university students with higher education background. Thus, future study is suggested to select working adults and other variables that related to online shopping can be included
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The results of this study’s CFA, though, showed that facilitating conditions of abilities as well as self-efficacy are significant in predicting perceived behavioral control.The findings also supported the existence of interdependence of belief constructs. Specifically, the results showed significant paths from the normative structure to attitudinal structure and from the control structure to normative structure. According to the findings, attitude toward on-line shopping is reinforced to the extent to which consumers think their relevant others support their on-line purchasing behavior. Also, increasing control beliefs appeared to affect consumers’ susceptibility to social influence. Collectively, the findings offered support for considering interdependence between belief constructs in TPB. Moreover, the inclusion of interdependency terms appeared to alter the magnitude of significance in terms of each belief construct’s influence on PI. When only direct effects of belief constructs on PI were compared, PBC was the second most important predictor of PI. However, when total effects, including
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