【導(dǎo)讀】Malaysia.attitudetowards

　　

【正文】 ailers pared to traditional channel. Finally, in terms of shopping orientation, utilitarian orientation seems to have an effect on attitude toward online shopping. This result is consist with that reported by Wolfinbarger and Gilly (2021) that 71% of shoppers were goaloriented and had previously planned their most recent online purchase and 29% of shoppers were experiential and had been browsing when they made a , online shopping is more likely to be goaloriented rather than experiential. Conclusion This paper proposes a framework for enhancing our understanding of consumers? attitudes toward online shopping. The findings suggest that utilitarian orienttations,convenience, price and wider selection are an important determinant of consumer?s attitude toward online shopping. Moreover they have a significant positive impact on consumers? attitude toward online shopping. Consumers? personality tendency was shown to affect their attitude toward online shopping. Findings was showed utilitarian consumers had higher affect on attitude while hedonic consumers had no significant effect with attitude toward online shopping. Therefore, finding from this study confirmed that shoppers are goalorientation and have previously been planning their most recent online purchase. Utilitarian shoppers may be inclined to shop through inter in order to increase shopping productivity. On the other hand, consumers? tendency when doing online shopping would be more likely to be utilitarian than hedonic. Therefore eretailers,which focus on utilitarian customers, should emphasize more user friendly function in order to provide utilitarian customers a way to find what they need efficiently. Moreover, the next aspect of the study is online shopping perceived benefits. The findings of the study also implies that consumers are looking for more convenience (time and money saving), cheaper prices and wider selection when they shop online, making them as the dominant factors that motivates online consumers in Malaysia to shop online. Consumers who value the convenience,prices and wider selection of Inter shopping tend to purchase more online and more often. A practical assessment of these dimensions revealed That individuals who purchase online, perceived significantly greater benefit in terms of convenience and ,shopping motivations explain consumer?s adoption of the inter as a shopping medium and consequently contribute to innovation adoption research. Therefore,online retailers need to ensure that the online shopping process through their websites and made as easy,simple and convenient for consumers to shop online. Moreover, online retailers need to provide petitive price for products in order to attract online shoppers to their websites and encourage them to make a purchase decision. However, this will lead to intense price petition which is expected to increase even further with the availability of intelligent search engines and paring shopping agents that enable online consumers to easily pare product offerings from various online , in order to avoid intense price petition, online retailers need to find other ways to differentiate themselves from their petitors. Therefore, the finding suggests that online retailers need to provide more connivance and petitive price and more variety products in order to attract online shoppers to their websites and encourage them to make a purchase decision. However, this will lead to petition among retailers and the level of petition is expected to increase even further with the availability of intelligent search engines and paring shopping agents that enable consumer to easily obtain product information and pare product offerings from various online retailers. Limitations and future direction It is necessary to recognize the limitations of the current study. Firstly, since the survey was conducted among a group of postgraduate students from Public University,the results should be interpreted with caution, particularly with respect to the generalization of research findings of Malaysian consumers as a whole. Next, the sample size itself is relatively small. To accurately evaluate Malaysian consumers? perceptions of online shopping, a larger sample size is desirable. Future research needs to focus on a larger cross section of Inter users and more diversified random samples to verify the findings of the current study. Moreover,to further studies clarity of the factors influence on attitude toward online shopping, other behavioral model could be used. Future investigation could also examine the causal relationships between factors and how consumers?attitude overall online shopping by employing a structural equation modeling technique. In addition, the final research model accounted for only a portion of the variance, R2 =.66, in the dependent variable (attitude toward online shopping). Certainly, there are other factors that influenced attitude toward online shopping, which have not been included in this study. Enhancement of the model by addition of other relevant variables could produce a model that has more clarifying power. Therefore, future research needs to select the other variables by means of other essential elements such as system, product/service and vendorrelated factors that influence consumers? eshopping behavior. REFERENCES [1]ACNielsen. (2021). Global consumers attitudes towards online shopping?, Available at: [2]ACNielsen (2021). Seek and You Shall Buy. Entertainment and Travel. viewed 18 January 2021 [3]Ajzen I, Fishbein M (1980). Understanding Attitude and Predicting Social Behavior. New Jersey: PrenticeHall. [4]Albarq AN (2021). Intention to Shop Online Among University Students In Jordan. Universiti Utara Malaysia. [5]Armstrong G, Kotler P (2021). Marketing. Paper presented at the 5th ed., Prentic