International Journal of Research and Innovation in Social Science (IJRISS)
Factors Affecting Students’ Online Purchase Intention in Urban Areas
Published December 5, 2025 • Vol. 9, Issue 11, pp. 2510–2515Open Access
DOI: 10.47772/IJRISS.2025.91100201
Abstract
The expansion of digital technologies has significantly reshaped consumer behavior, with online shopping becoming increasingly prevalent. This study examines factors influencing online purchase intention among urban university students in Malaysia, focusing on social influence, electronic word-of-mouth (eWOM), website content, and attitude. A quantitative research design was employed using a structured online questionnaire distributed to students in public and private universities. Data were analyzed to test hypotheses regarding the relationships between independent variables and online purchase intention. Findings are expected to provide valuable insights for online retailers and marketers in developing effective digital strategies targeted at young, digitally active consumers. The study also contributes to the academic literature by clarifying how social influence, eWOM, website content, and attitude jointly shape online purchase intention among urban university students in Malaysia.
Keywords: Attitude, electronic word-of-mouth (eWOM), Malaysia, online purchase intention
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 11 |
| Pages | 2510–2515 |
| Publication date | December 5, 2025 |
| DOI | 10.47772/IJRISS.2025.91100201 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Mariaton Safrina Baharuddin, Muhammad Luqman Haqem Abd Wahab, & Zabedah Othman (2025). Factors Affecting Students’ Online Purchase Intention in Urban Areas. International Journal of Research and Innovation in Social Science (IJRISS), 9(11), 2510-2515. https://doi.org/10.47772/IJRISS.2025.91100201
BibTeX
@article{Mariaton2025,
title = {Factors Affecting Students’ Online Purchase Intention in Urban Areas},
author = {Mariaton Safrina Baharuddin and Muhammad Luqman Haqem Abd Wahab and Zabedah Othman},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {11},
pages = {2510--2515},
year = {2025},
doi = {10.47772/IJRISS.2025.91100201},
publisher = {RSIS International}
}