Abstract

The drastic increaseof the rate of internet usage has greatly influencedthe people’s life style, in general, and the
consumers’ intentions towards online shopping behavior, in particular. This study was designed to focus on the
social orientation and personal values and attitudes towards online shopping among the MBA students of the
University Utara Malaysia which is known as the eminent management university. The model of this study was
developed in the light of the Theory of Planned Behavior (TPB) and the data were collected from 136 MBA
students whether belong to full or part time streams of study. Using the Partial Least Squares structural equation
modeling as the approach to examine the model, the statistical results confirmed the positive effect of subjective
norms, attitude towards online shopping behavior and the perceived behavioral control on the online purchasing
intention among the MBA students. Additionally, the positive effect of perceived reliability, experience intensity
and utilitarian perception on the attitude towards online shopping behavior was confirmed by the results of the
study.

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