The Relationship of Attitude, Subjective Norm and Website Usability on Consumer Intention to Purchase Online: An Evidence of Malaysian Youth

Abstract

This study aimed to identify factors on youth for intention to buy online shopping in Malaysian Public University. The factorswere attitude, subjective norm and website usability. The present study also attempted to explore whether consumer prefer theonline retailer of attitude, subjective norm also the website design can influence them or not. In addition, the current studyexamined how online retailer ranks these factors in terms of importance to their online business. A simple random samplingtechnique was adapted and questionnaires were distributed to 300 respondent’s Malaysian youth. A total of 253 questionnaireswere collected and were found usable. The data were analyzed using several statistical analyses including demographic profile,descriptive analysis, reliability analysis, correlation test and regression test. The result revealed that youth were significantlyrelated comprises of attitude, subjective norm and website usability. Furthermore, the study findings confirmed that websiteusability was perceived to be the most important factor, whereas other variables has moderate influence on consumers’ intentionto shop online. The findings of this study can be beneficial for business online industry, especially for online retailer in attractingand retaining customer.