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International Journal of Frontiers in Sociology, 2023, 5(13); doi: 10.25236/IJFS.2023.051315.

Effect of Perceived Risk and Subjective Norms on Online Shopping Intention among Students in SEGi University: A Study Using SmartPLS-SEM Approach


Hua Xia1,2, Yifan Chen2,3, Xinxiang Gao2, Meiyu Ji2, Wang Yi2, Jiawen Yu4, Chuncha Chen1

Corresponding Author:
Hua Xia

1Wenshan University, Wenshan, 663000, China

2Graduate School of Business, Research and Innovation Management Centre (RIMC), Segi University, Petaling Jaya, 47810, Malaysia

3Pujiang Institute, Nanjing Tech University, Nanjing, 210000, China

4Faculty of Education, Language, Psychology and Music, Segi University, Petaling Jaya, 47810, Malaysia


As an emerging form of consumption, online shopping has increasingly exerted more implications on the consumer market. This paper surveys a sample of SEGI university students, examining the implication of the Perceived Risk and Subjective Norms on the college students' for online purchases. The results of the questionnaire were empirically analyzed by SPSS and SmartPLS-SEM software. It shows that the factor of perceived risk do influence the online shopping intentions negatively among consumers. These are usually in the context of the features that the consumers may have in terms of payments and as well in regard to their security of privacy.it was concluded that the subjective norms do influence the consumers’ willingness to do their shopping online in a positive manner.


Perceived Risk, Subjective Norms, Online Shopping Intention

Cite This Paper

Hua Xia, Yifan Chen, Xinxiang Gao, Meiyu Ji, Wang Yi, Jiawen Yu, Chuncha Chen. Effect of Perceived Risk and Subjective Norms on Online Shopping Intention among Students in SEGi University: A Study Using SmartPLS-SEM Approach. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 13: 85-91. https://doi.org/10.25236/IJFS.2023.051315.


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