Factors affecting students on dual process recommender system on purchase intention in online shopping environment

Abstract

This study aims to examine the extent to which the dual process recommender system influences online purchase intentions in online shopping environment. Online shopping has risen dramatically in Malaysia, greatly adding to its popularity. This study investigates the characteristics that influence purchase intention pleasure among students at the University Malaysia Kelantan. The investigations will give characteristics influencing student purchasing intention as well as components driving consumer happiness while shopping online. Perception of use, perceived ease of use, lifestyle compatibility, belief and advantages will be used as independent factors in this study to link to the dependent variable, behavioral purchase intention. The descriptive approach was used in this study, with 100 students from the UMK City Campus responding via an adapted questionnaire with Likert-scale on Google Form. This study is limited to students from the Entrepreneurship and Business Faculty. The outcomes of the investigation were substantial and validated the theory. This study's limitations and recommendations will assist future researchers in better understanding the factors that impact UMK City Campus students' online purchasing pleasure.