Correlates of Consumer Online Buying Behavior

The increasing usage of intemet provides a developing prospect for online retailers. The purpose of this research is to ascertain the factors that influence consumer online buying behavior (online shopping intention). To this end, a survey was conducted by administering questionnaires on respondents. In total, 200 respondents from University Utara Malaysia (UUM) were chosen based on convenient sampling method. Descriptive statistics, reliability analysis, and multiple-regression were employed to analyze the data collected. The results show that price and product variety have significant effect on consumers' online shopping behavior. Subsequently, it was recommended that retailers should adopt appropriate pricingand product assortment strategies which are found to be the most important factors influencing online buying behavior of consumers.