Investigating the Perceived Innovation Attributes, Toward Online Shopping in Malaysia

At this era of Internet, our daily lives are increasingly overshadowed by information technologies (ITs), when most of us are engaged in Internet shopping as a daily activity. Despite of a huge body of studies well done in developed countries; just few researches have been conducted on cognitive factors affecting consumer online shopping behaviour in developing countries context. The study intended to consider the result of the perceived attributes of innovation namely compatibility, relative advantage and complexity on Internet’ use of online shopping and subjective norm. To do this, structural equation modelling was employed to investigate the causal relationships between perceived attributes of innovation, the attitude of user toward using online purchasing. The result of analysis on a total 375 student samples revealed that relative advantage, compatibility and subjective norms significantly affect the attitude toward using online shopping, while regarding complexity the effect was not significant.