Abstract
Online shopping is getting popular in Malaysia during Covid-19 pandemic and country lock down since 2020. Researches are important in inspecting this arising digital culture in Malaysia in order to encourage the participation of customers in online shopping and reduce their cognitive deficiencies in the e-commerce, thus promoting economy growth. The purpose of this study is to examine the factors of the college students adopting this digital culture – online shopping behaviour. The relationship between online advertisement, product risk, delivery risk and information security in online shopping behaviour among college students are examined. Online questionnaire is designed in Google Form and data collected is analysed using PSPP utilizing one-way ANOVA and Cohen’s f effect size. The study revealed that online advertisement, product risk, delivery risk, and information security significantly affect online shopping behaviour of college students with large effect size. Keywords: Online shopping behaviour, Customer experience, Electronic commerce, Perceived risks, Online advertisement
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