| Summary: | The purpose of this research is to identify the factor that influences customer intention toward
online shopping among Universiti Tun Hussien Onn Malaysia (UTHM) students. This
research is based on a sample of 345 respondents who in Faculty of Electrical and Electronic
Engineering and Faculty of Management Technology and Business Universiti Tun Hussien
Onn Malaysia. The result show, there are four factors that has a significant relationship with
customer online shopping intention which is internet marketing environment, product
characteristic, promotional offer and trust. However, only familiarity and trust have
significant influence toward customer intention on online shopping. While internet marketing
environment, product characteristic and promotional offer did not have a significant influence
toward customer intention on online shopping.
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