Utilising Modified UTAUT to Understand Students' Online Shopping Behaviour: A Case of E-Retail Co-Operative Website in Malaysia

Utilising Modified UTAUT to Understand Students' Online Shopping Behaviour: A Case of E-Retail Co-Operative Website in Malaysia

Shahizan Hassan (Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Sintok, Malaysia), Rashdan Rashid (Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Sintok, Malaysia) and Feng Li (Cass Business School, City University London, London, UK)
Copyright: © 2015 |Pages: 17
DOI: 10.4018/JECO.2015100104
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Abstract

This study determines the impact of UTAUT on online shopping behavior among polytechnic students. It also studies the significance of self-efficacy and anxiety on the students' behavioral intention of using e-retail website. It provides an empirical test of three forms of self-efficacy and anxiety towards behavioral intention to shop online. The research subjects were 91,830 polytechnic students from 33 polytechnics in Malaysia. The sampling procedure employed is a multi-stage cluster probability sampling. The questionnaires were distributed to 500 students at five polytechnics. Seven hypotheses were tested during data analysis. Performance expectancy, effort expectancy, social influence, self-efficacy, internet self-efficacy, computer self-efficacy and online shopping self-efficacy were found to have strong significant relationship with behavioral intention. While facilitating condition shows a significant relationship towards user acceptance, internet anxiety and online shopping anxiety have a weak significant relationship towards behavioral intention.
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Literature Review

Studies on online shopping have also been viewed from several other theories. Very rare studies on online shopping deploy the Unified Theory of Acceptance and Use of Technology (UTAUT) compared to the Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM). Table 1 shows the theoretical background from a number of previous studies in the context of online shopping.

Table 1.
Theoretical background
AuthorsTheoriesContexts
Atilgan-Inan and Karaca (2011); Delafrooz, Paim, and Khatibi (2011b); Hansen (2008); Lim, Yap, and Lee (2011); Su and Huang (2011)TPBOnline shop
Amoroso and Hunsinger (2009); Bonera (2011); Celik and Yilmaz (2011); Hausman and Siekpe (2009); Hernández, Jiménez and Martín (2011)TAM
Amoroso and Hunsinger (2009) UTAUT

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