The Role of Buying Motivation in Moderating Online Shopping Behaviour

摘要

Nowadays Online Shopping have been part of our life. It has been known since internet was introduced to Indonesia. Every day millions of people are going online, but just some of them going online for shopping. In fact, online shopping hasn't been the main option when customer still bought offline especially for College student in Aceh Province. Online shopping behavior are influenced by many factors. These research examine the role of buying motivation in moderating online shopping intention. Purpose of this study is to identify the role of motivation as a moderating variable in measuring the relationship among the Influencing Factors and online buying intention. The subject of study is university student who experiences online shopping. This study was conducted using 164 respondents as sample which were taken from several universities in Aceh Province. Observation and Questionnaires were using as data collecting method while Partial Least Square (PLS) using as data analyzing method. This study resulted that Buying intention significant in influencing actual buying. Perceived Usefulness significant in influencing buying intention.