This study looked at the variables affecting consumers' online shopping habits. The rapid increase in internet service usage has created a sizable market for online shoppers and sellers to purchase and sell goods and services. Online shopping has gained popularity as a means of conducting business. The popularity of internet purchasing has increased retailers' interest in concentrating on this market.

This theoretical study aims to go back in time in the literature review to comprehend the idea and existing beliefs on how consumers shop. As a result, it provides a summary of the body of literature relates to customer behavior for better understanding and aids in forming future assumptions research. But this study will show that there is a real tendency for consumers to shop online. The primary goal of this study project is to determine the factors that have both positive and negative effects on consumer conduct when dealing with lone or group buyers. Additionally, the study will examine the link between the independent and dependent variables. In-depth analysis to better understand how these factors affect the actions of consumers who are active online shoppers. The major tool for gathering data and information for this study is a made questionnaire, which was developed utilizing the descriptive survey approach.

Table of Contents

LIST OF ABBREVIATIONS ...................................................................................................6

DECLARATION .....................................................................................................................7

ACKNOWLEDEMENT ..........................................................................................................8

ABSTRACT ............................................................................................................................9

CHAPTER 1.0 INTRODUCTION ..................................................................................10

    1.1 Research Background ................................................................................................10

    1.2 Rational of the Study .................................................................................................10

    1.3 Research Aim ............................................................................................................10

    1.3.1 Research Objectives ...........................................................................................10

1.3.2 Research Questions ............................................................................................10

    1.4 Research Significance ..............................................................................................11

CHAPTER 2.0 LITERATURE REVIEW .....................................................................12

    2.1 Definition of Key Terms ..........................................................................................12

         2.1.1 Consumer Buying Behaviour ..........................................................................12

     2.2.2 Online Shopping ..............................................................................................13

         2.2.3 Overview of Online Shopping in Malaysia .....................................................13

    2.2Overview of Relevant Theories/Models .................................................................13

         2.2.1 Theory of Reasoned Action ..........................................................................,.14

         2.2.2 Attitude ...........................................................................................................14

         2.2.3 Subjective Norms ...........................................................................................15

     2.2.4 Behavioural Intention .....................................................................................15

2.2.5 Behaviour ........................................................................................................15

2.2.6 Model of Goal Directed Behaviour .................................................................15

    2.3Research Gap ........................................................................................................16

    2.4 Conceptual Framework & Hypothesis Development ...........................................17

         2.4.1 Perceived Benefits ........................................................................................17

     2.4.2 Perceived Risk ..............................................................................................18

         2.4.3 Product Quality ............................................................................................18

         2.4.4Website Design ............................................................................................19

         2.4.5 Retailer Trust ...............................................................................................19

 CHAPTER 3.0 METHODOLOGY.......................................................................... 20

    3.1 Research Design .................................................................................................20

3.2 Research Method ................................................................................................20

3.2.1 Nature of Data .............................................................................................20

         3.2.2. Quantitative Method .................................................................................20

         3.2.3 Data Collection Method ............................................................................21

         3.2.4 Sampling Method...................................................................................... 21

         3.2.5 Questionnaire Development ......................................................................21

    3.3 Data Analysis Plan ............................................................................................22

    3.4 Ethical Isuues & Accesibility ............................................................................22

CHAPTER 4.0 RESULTS, ANALYSIS & INTERPRETATIONS .......................23

    4.1 Demographic Analysis ......................................................................................23

         4.1.2 Response Rate ...........................................................................................23

         4.1.3 Age ............................................................................................................23

     4.1.4 Gender .......................................................................................................24

4.1.5 Educational Level .......................................................................................25

         4.1.6 Occupation ................................................................................................26

         4.1.7 Race ..........................................................................................................27

         4.1.8 Location...................................................................................................  28

    4.2 Descriptive Analysis .........................................................................................29

     4.2.1 Perceived Benefits Question 1, 2 & 3 ...................................................29-30

         4.2.2 Perceived Risk Question 1, 2 & 3.......................................................  31-32

         4.2.3 Website Design Question 1, 2 & 3 ........................................................32-33

         4.2.4 Product Quality Question 1, 2 & 3 .......................................................34-35

         4.2.5 Retailer Trust Question 1, 2, 3 & 4 ......................................................35-37

         4.2.6 Consumer Shopping Behaviour Question 1, 2 & 3 .............................37-38

         4.2.7 Descriptive Statistics ................................................................................39

    4.3 Model Fitness and Significance .......................................................................40

     4.3.1 Regression Analysis .................................................................................40

    4.4 Hypothesis Testing   ........................................................................................41

    4.5 Discussion .......................................................................................................42

CHAPTER 5.0 CONCLUSION AND RECOMMENDATION ..........................43

    5.1 Conclusion Linking to Research Objectives ...................................................43

    5.2 Recommendation ............................................................................................43

    5.3 Limitations .....................................................................................................44

     5.4 Future Research Directions ...........................................................................45

    5.5 Summary of Key Findings Linking to Objectives .........................................45

    5.6 Summary of Key Results Linking to Theories ..............................................45

    5.7 Recommendation ..........................................................................................46

CONCLUSION ......................................................................................................46

REFERENCES......................................................................................................  47