Factors Affecting University Students’ Online Shopping Intention: Perceived Usefulness and Perceived Enjoyment
Abstract
People with higher education have been the most important and enormous group of online shopping all around the world, especial_x005fly university students. Therefore, this research intends to establish a perceived intention model to analyze the related factors of intention of online shopping in the light of Technology Acceptance Model (TAM). This paper managed sampling survey of Chinese students from Segi University in Malaysia. The essay leads to the research of the effects of selected variables: Perceived usefulness and Perceived Enjoyment may influence online shopping intention of university students.
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