DETERMINANTS OF ONLINE PURCHASE BEHAVIOR OF MALAYSIAN UNIVERSITY STUDENT: THE MEDIATING ROLE OF SUBJECTIVE NORMS

Abstract

The main reason to conduct this study was to examine the role of social support, interdependent self -Construal and E-WOM on subjective norms and repurchase intention among university students. This study was designed to gather data from university students studying in public sector universities of Kuala Lumpur. Therefore, this was a cross-sectional study. The questionnaire was developed in this research that was distributed among 576 students using purposive sampling. The usable response rate of the questionnaire received back was 59.37%. For the analysis of the data PLS 3 was adopted. The findings of the study support that social support,  self -Construal and subjective norms are important to shape the purchase behaviour among customers. The findings of the study also reveal the mediating effect of subjective Norms. These results can be used by the marketers who want to understand the purchase behaviour of the Malaysian Students.