E-shopping has continued to become a shopping trend because of the internet
accessibility. E-shopping has seen massive growths in recent years for many
reasons. The convenience of online shopping has affected Malaysia’s
consumers as evidenced from the increment of 13.36 million users in 2016 to
15.18 million in 2017. Literature have shown that the majority of online
shoppers were university students because they are more technology oriented
and fashionably conscious. Hence, this study assessed the satisfaction of
online shoppers particularly among university students at UiTM Shah Alam
towards e-shopping nowadays. Quantitative techniques have been used in this
study in order to answer the objectives of this research. From a sample size of
400 students, the returned responses were 381 or. 95.3%. The findings
revealed that the factors influencing satisfaction towards e-shopping were
website design, delivery, security and product variety. The implications from
this study show that online shopping will continue to be popular among the
younger set.
