DIGITAL CONSUMPTION IN HIGHER EDUCATION: AN ANALYSIS OF ONLINE SPENDING AMONG LABUAN'S UNIVERSITY STUDENTS

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.