Influential Factors of Online Shopping Decision

With the technology advances, online shopping has experienced a phenomenal growth. In line with such phenomenon and its relevancy, considerable number of studies have shown an interest within this area. Although recent researches particularly addressed consumer’s behavior, findings were inconsistent. Thereby, further been called for. The present study aims to investigate effect few variables derived from existing literature which are price, trust, promotion, easiness, service quality, product on consumers’ buying decision. A survey method was employed gather data 84 university’s students. They recruited using purposive sampling technique in previous experiences required. Data then analyzed multiple regression. results analysis showed that six factors significantly affect Moreover, revealed largest contributor these influences price. Further discussion managerial implications presented.