Female Consumerism: Intention to Purchase Online

The study aims to research the involvement of University Technology of Mara female students in online shopping, and a better understanding of the roles of trust, convenience, and customer service for female consumers. A proposed conceptual model began to incorporate new components into the theory of reasoned action (TRA), particularly trust, convenience, and customer service. The study shows that attitude, convenience, customer service, and subjective norms all have a substantial impact on female student consumers' intention to buy online. In this study, a quantitative study based on descriptive analysis was developed using the Statistical Package for Social Sciences (SPSS) version 27, an IBM statistical suite, to test the research hypothesis.