Research Article Published 31 January 2026

Digital Consumption in Higher Education: An Analysis of Online Spending Among Labuan's University Students

How to Cite

How to Cite

Hamzah, A. A., Gazali, H. M., & Mohd Hussien, S. N. (2026). Digital Consumption in Higher Education: An Analysis of Online Spending Among Labuan’s University Students. Journal of Business Management and Accounting, 16(1), 82-102. https://doi.org/10.32890/jbma2026.16.1.5
Ahmad Aizuddin Hamzah
Labuan Faculty of International Finance, University Malaysia Sabah, Malaysia
Haneffa Muchlis Gazali
Labuan Faculty of International Finance, University Malaysia Sabah, Malaysia
Syarmin Nafisah Mohd Hussien
Labuan Faculty of International Finance, University Malaysia Sabah, Malaysia
Full text
PDF View full text 783 KB · 21 pages XML JATS full text 106 KB · machine readable HTML Read online 74 KB
DOI 10.32890/jbma2026.16.1.5 Cite this article
Share this article
Citations
0
No citations recorded yet
Reads
14 +14
Abstract + full text
Downloads
9 +9
PDF and XML

Article

Abstract

The digital era has transformed consumer behaviour, with online shopping becoming increasingly common especially among university students who are often early have adopted the digital era of technology. This study investigates the factors influencing online shopping intentions among undergraduate students at University Malaysia Sabah, International Labuan, employing an integrated model that combines the Technology Acceptance Model and the Theory of Reasoned Action. Specifically, the study examines the impact of perceived usefulness, perceived ease of use, attitude, subjective norm, and trust on online shopping intention. Data were collected from a purposive sample of 210 Malaysian consumers via an online questionnaire. Structural equation modelling using SmartPLS-SEM and statistical analysis with SPSS version 27 were employed for data analysis. The results indicate that PU, PEOU, ATT, and SN positively influence online shopping intention among UMSKAL undergraduates, while, contrary to expectations, TR exhibits a negative influence. These findings offer valuable insights for consumers, researchers, and policymakers seeking to understand and enhance online shopping experiences, particularly within the context of UMSKAL students. This study contributes novel insights by integrating user and non-user perspectives to explore online shopping intentions within this population.

Keywords
Online shopping TAM TRA UMSKAL undergraduate students digital consumption

Metrics & impact

Citations by source

Harvested 08-09-2026

Counts differ by index because each source crawls a different corpus. Crossref counts only registered reference lists; Google Scholar includes theses, preprints and grey literature.

OpenAlex
0
Open corpus, updated daily View →
OpenCitations
0
Open references only View →
Crossref
0
Deposited reference lists only View →
Scopus
0 Not indexed
Indexed titles only View →
Google Scholar
Publishes no citation count that can be read automatically.
Includes theses and preprints Search →
Dimensions
Publishes no citation count that can be read automatically.
Includes policy documents Search →

Reads & downloads

Abstract views 14
PDF downloads 9
XML downloads 0
Full-text HTML 0
Counted under COUNTER Release 5 rules; known robots excluded.

Attention beyond citation

Field-weighted citation impact 0.00

From OpenAlex. A field-weighted impact of 1.00 is the world average for work of the same field, type and year. No Altmetric key is configured, so news, policy and social attention are not shown.

Identifiers
DOI · 10.32890/jbma2026.16.1.5
OpenAlex · W7128514670

References

References 45
Deposited to Crossref with the article DOI
  1. Abd-ul-Wahid, S., Ahmad, M., & Ijaz, H. (2024). Impact of perceived benefits and perceived risks on online shopping behaviour with mediating role of purchase intention. Bulletin of Business and Economics (BBE).
  2. Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  3. Al-Hattami, H. M. (2021). Determinants of intention to continue usage of online shopping under a pandemic: COVID-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/ 23311975.2021.1936368
  4. Appanaidu, P. (2022). The impact of perceived usefulness, perceived ease of use, perceived value and perceived risk on purchase intention via hypermarket drive-thru among Klang consumers. Kolej Komuniti Journal of Social Sciences and Humanities, 7(1).
  5. Ariff, M. S., Sylvester, M., Zakuan, N., Ismail, K., & Ali, K. (2014). Consumer perceived risk, attitude and online shopping behaviour: Empirical evidence from Malaysia. IOP Conference Series: Materials Science and Engineering, 58, 012007.
  6. Anwar, M., Talib, N. B., & Ahmad, R. (2021). The influence of perceived risk and trust on online shopping behaviour: A study among Malaysian youth. Journal of Asian Finance, Economics and Business, 8(2), 545–554. https://doi.org/10.13106/jafeb.2021.vol8.no2.0545
  7. Bhatti, A., & Akram, H. (2020). The moderating role of subjective norms between online shopping behaviour and its determinants. International Journal of Social Sciences and Economic Review, 2(2), 1–9. https://doi.org/10.36923/ijsser.v2i2.52
  8. Chelvarayan, A., Jie, C. S., & Fern, Y. S. (2021). Factors affecting students’ perception of online shopping. International Journal of Entrepreneurship, Business and Creative Economy, 1(1), 13–24. https://doi.org/10.31098/ijebce.v1i1.424
  9. Ching, K. C., Hasan, Z. R. A., & Hasan, N. A. (2021). Factors influencing consumers in using Shopee for online purchase intention in East Coast Malaysia. Universiti Malaysia Terengganu Journal of Undergraduate Research, 3(1), 45–56.
  10. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
  11. Department of Statistics Malaysia. (2023). Malaysia digital economy 2023. https://storage.dosm.gov. my/gdp/digitaleconomy_2022.pdf
  12. Doan, T.-T. T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 10(10), 2337–2342. https://doi.org/10.5267/ j.msl.2020.3.001
  13. Ellitan, L., & Prayogo, C. (2022). Increasing online purchase through perceived usefulness, perceived risk and perceived ease of use. EKOMA: Jurnal Ekonomi, 1(2).
  14. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Addison-Wesley.
  15. Genoveva, G., & Dharmaatmaja, H. R. (2022). Motives affecting fashion consumers’ behaviour toward online shopping during COVID-19 pandemic. KINERJA, 26(1), 16–31. https://doi.org/10.24002/kinerja.v26i1.4961
  16. Ha, N. T., Nguyen, T. L. H., Nguyen, T. P. L., & Nguyen, T. D. (2019). The effect of trust on consumers’ online purchase intention: An integration of TAM and TPB. Management Science Letters, 9(9), 1451–1460. https://doi.org/10.5267/j.msl.2019.5.006
  17. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
  18. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). United Kingdom: Cengage Learning.
  19. Hair, J. F., Black, W. C., Barry, B., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
  20. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). SAGE Publications India Pvt. Ltd.
  21. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
  22. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modelling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1–2), 1–12. https://doi.org/10.1016/j.lrp.2013.01.001
  23. Hanjaya, S. T. M., Kenny, S. K., & Gunawan, S. S. S. E. F. (2019). Understanding factors influencing consumers’ online purchase intention via mobile app: Perceived ease of use, perceived usefulness, system quality, information quality, and service quality. Marketing of Scientific and Research Organizations, 32(2), 175–205. https://doi.org/10.2478/minib-2019-0035
  24. Jason, L. S. H., & Aishah, S. (2021). Influence of perceived usefulness, perceived ease of use and brand name on online purchase intention among higher learning institution students. Unpublished manuscript.
  25. Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36.
  26. Kamis, F. F., Ramlee, S. I. F., & Zulkiffli, W. F. W. (2021). Does the theory of planned behaviour and perceived enjoyment give a big impact on online purchase intention among Gen-Y in East Coast Malaysia? AIP Conference Proceedings, 2347. https://doi.org/10.1063/5.0055763
  27. Le-Hoang, P. V. (2020). Factors affecting online purchase intention: The case of e-commerce on Lazada. Independent Journal of Management & Production, 11(3), 1018–1036. https://doi.org/10.14807/ijmp.v11i3.1088
  28. Ligaraba, N., Nyagadza, B., Dörfling, D., & Zulu, Q. M. (2023). Factors influencing re-usage intention of online and mobile grocery shopping amongst young adults in South Africa. Arab Gulf Journal of Scientific Research, 41(3), 389–415. https://doi.org/10.1108/AGJSR-06-2022-0088
  29. Ma’Mun, D. K., Aprillia, R., Riko, R., & Wijaya, L. (2023). Antecedents of online shopping behaviour during the COVID-19 pandemic. Proceedings of the 2023 International Conference on Digital Economy, 9, 86–92. https://doi.org/10.1145/3584816.3584844
  30. Musa, R., Nasaratnam, S., Rethinam, K., Varatharajoo, P. M., & Shanmugam, A. (2022). A study of factors influencing online shopping behaviour in Malaysia: A structural approach. WSEAS Transactions on Business and Economics, 19, 531–541. https://doi.org/10.37394/23207. 2022.19.48
  31. Nasir, A. M., Batrisya, N. I., Daud, M. Z. C., Ibrahim, M. S., & Alias, N. Z. I. (2020). The relationship of perceived usefulness, trust and price with consumer purchasing behaviour. Jurnal Evolusi. http://creativecommons.org/licenses/by/4.0/legalcode
  32. Nguyen, T. H., & Huynh, Q. L. (2023). Digital consumer confidence and online risk habituation: The moderating role of experience. Journal of Retailing and Consumer Services, 71, 103255. https://doi.org/10.1016/j.jretconser.2023.103255
  33. Othman, N. H., & Sudarmin, S. F. (2022). Measuring subjective norms of online shopping behaviour: Evidence from a developing country. International Journal of Academic Research in Business and Social Sciences, 12(12). https://doi.org/10.6007/ijarbss/v12-i12/15946
  34. Pratesi, C. A., Lombardi, R., & Festa, G. (2021). Cultural dimensions in online purchase behavior: Evidence from collectivist and individualist societies. Sustainability, 13(7), 3652. https://doi.org/10.3390/su13073652
  35. Roni, M., Mohamad, S. H., Borhanordin, A. H., Hussin, H., Rashid, I. M. A., & Shafiai, S. (2022). Online food shopping motives during COVID-19 pandemic for improving behavioural intention: Conceptual model and propositions. Webology, 19(1), 2458–2474. https://doi.org/10.14704/web/ v19i1/web19165
  36. Ru, L. J., Kowang, T. O., Long, C. S., Fun, F. S., & Fei, G. C. (2021). Factors influencing online purchase intention of Shopee’s consumers in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(1). https://doi.org/10.6007/ijarbss/v11-i1/8577
  37. Saleem, A., Aslam, J., Kim, Y. B., Nauman, S., & Khan, N. T. (2022). Motives towards e-shopping adoption among Pakistani consumers: An application of the Technology Acceptance Model and Theory of Reasoned Action. Sustainability (Switzerland), 14(7). https://doi.org/10.3390/ su14074180
  38. Suleman, D., Ali, H., Mukti Ali, M., & Nusraningrum, D. (2019). Perceived ease of use, trust and risk toward attitude and intention in shopping for online fashion products in Indonesia. Archives of Business Research, 7(4), 240–253. https://doi.org/10.14738/abr.74.6482
  39. Suresh, P., & Sieng, L. W. (2023). Tingkah laku pelajar universiti dalam penggunaan, perbelanjaan dan pelaburan. Journal of Business Management and Accounting, 13(1), 129–152. https://doi.org/10.32890/jbma2023.13.1.6
  40. Teng, T. Y. (2018). Factors influencing Malaysian youth consumers’ online purchase intention of travel products [Unpublished undergraduate thesis or manuscript].
  41. Udayana, I., & Ramadhan, D. (2019). Pengaruh perceived usefulness, perceived ease of use, dan subjective norm terhadap purchase intention melalui attitude sebagai mediasi (Studi kasus pada konsumen Gudang Digital Online Yogyakarta). Jurnal Ekonomi dan Bisnis, 10(2). (Note: Add journal name if available.)
  42. Wang, M., Chen, C., Chang, S., & Yang, Y. (2007). Effects of online shopping attitudes, subjective norms and control beliefs on online shopping intentions: A test of the Theory of Planned Behaviour. The International Journal of Management, 24, 296–302. (Note: Add issue number or page range if available.)
  43. Wang, X. (2023). Effect of perceived usefulness and perceived ease of use on university students’ willingness for online purchase. SHS Web of Conferences, 165, 02017. https://doi.org/10.1051/ shsconf/202316502017
  44. Wen, T. S., Satar, N. H. M., Ishak, N. A., & Ating, R. (2020). Consumer intention towards online shopping in Malaysia. International Journal of Accounting, 5(27). (Note: Confirm volume/issue formatting.)
  45. Zhao, J. (2023). Factors influencing online purchase intention among students in SEGI University. Academic Journal of Business & Management, 5(7), 67–77. https://doi.org/10.25236/ AJBM.2023.050711