Modelling Online Shopping Behaviour Patterns among Higher Education Consumers: A Structural Equation Modelling (SEM-AMOS) Approach
Siti Hasma Hajar Mat Zin,
Siti Haslini Zakaria,
Balkiah Moktar
et al.
Abstract:Online shopping is a phenomenon that is growing rapidly all over the world. Since 2020, Malaysian consumers have shifted their preference towards online shopping to fulfill their daily needs compared to shopping in a traditional store. Due to this reason, it is vital to identify the characteristics that affect consumers' online shopping behavior between various online websites for business owners to improve their online marketplace. However, only a few studies on online shopping behavior patterns among consume… Show more
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