Abstract
With the continuous innovation and development of Internet technology, an emerging service industry "e-commerce" is in people’s lives. Gradually developing and growing, the e-commerce industry has gradually become a new economic driving force (Parment, A.(2013).This chapter focusing on the discussion and research on the factors that influence online shopping of Malaysian consumers. We discussed that with the continuous development of e-commerce technology, people’s consumption patterns have also changed, and more people have begun to accept online shopping to satisfy their consumption desires. So what factors can influence consumers to choose online shopping? We assume four dependent variables: cultural factors, social factors, personal factors, and emotional factors (Passyn,K.A,Diriker,R.B.(2011). We will start from these four aspects to study the effects of these independent variables on us. Affect the relationship between. This chapter will mainly explain the purpose of our research and the deficiencies in the research. And analyze and discuss the research results.
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