In recent years, some college students, represented by Generation Y (millennial generation) and Generation Z, have become important shopping groups due to their high computer literacy and Internet proficiency. Even after the implementation of COVID-19 in 2020, Malaysia's e-commerce is expanding rapidly, but it faces challenges. The purpose of this study is to explore the perceived usefulness of shoppers' purchasing intention. In addition, the researcher focused on the connection between the perceived usefulness and the buyer's purchase intention. In this study, a simple random sampling technique was used. The researcher gathered substantial reactions from understudies at Malaysia's SEGi University utilizing a four-sections questions by using Google Form. Then, at this point, SPSS 26.0 and SmartsPLS were used to decompose the collected information. As per the study results, perceived usefulness and perceived ease of use impact buyers' readiness to shop on the web. Therefore, in order to further develop intensity, online retailers and advertisers should pay more attention to the usability and ease of use. Gradually, the exploration results of H1 and H2 showed that perceived usefulness and perceived ease of use have fundamentally affected the audience's ability to purchase online.

Jianhao Zhao. Factors Influencing Online Purchase Intention among Students in SEGI University. Academic Journal of Business & Management (2023) Vol. 5, Issue 7: 67-77. https://doi.org/10.25236/AJBM.2023.050711.

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