Factors influencing online shopping intention

The Internet has growth into a huge worldwide marketplace for the interchange of the services and goods over the past few decades. In our business transactions, e-commerce has become one type of marketing channel. In Business-to-Consumer (B2C) transaction, the online stores and service are vital sales channel. Therefore, the most vital research agenda in e-commerce during the past decade is study online shopping behavior (Chen, 2009). The consumers are busy in their lives is one of the reason for the attraction of consumer to online shopping. This is because they do not have time to go for shopping at physical stores and it is convenient and save time. Thus, the main purpose of this study is to identify the factors influence online shopping among Generation Y in Kota Bharu, Kelantan. The research variables are convenience, ease of use, subjective norms, privacy and security, and online shopping. Quantitative research method was used in this study and the questionnaire was distributed by Google Form. There were 380 respondents involved in this study. The findings of data shows that there is a positive relationship among convenience, ease of use, subjective norms, privacy and security towards online shopping and the most important factor on online shopping is convenience.