1

1.0 CHAPTER ONE
1.1 Introduction
The internet has typically been described as a young man’s medium. Young men have also been regarded as the typical pro?le of the early adopters of online shopping. However, as the internet has become more ubiquitous, the pro?le of the online shopper has come to resemble that of the general population (Stores, 2001). For example, in the year 2000 in the USA, women comprised almost 60 percent of the online shoppers. In a report by Jupiter Media Metrix, consumers age 50 and older now comprise 16 percent of new online shoppers in the USA and this number is expected to double by 2006 (Tedeschi, 2002).

Internet shopping, otherwise called web shopping, electronic shopping, web obtaining or web buying, camwood make de?ned Concerning illustration that methodology from claiming acquiring products and administrations through the web (MasterCard overall Insights, 20023). Kim (2004) de?ned on the web shopping as examining, seeking for, scanning to or taking a gander at an item with get additional data for those could be allowed plan of acquiring on the web. Alternatively, as stated by Chiu et al. (2009), internet shopping camwood make recognized Likewise a trade about time, exert Also cash for getting results or benefits. Done late years, shopping web need get the standard, furthermore everywhere throughout those globe customers like on shop internet as it need in a large number preferences. On the consumer’s side, on the web shopping need wiped out such customary shopping inconveniences about battling crowds, standing to in length checkout lines Also ?ghting for stopping spaces toward a occupied shopping center. This need been underpinned via Rowley (1996), who states that clients have the capacity to analyze accessible items Furthermore their costs starting with those mixed bag about diverse outlets through the internet, without using a considerable measure of occasion when seeking. These examination shopping destinations might save customers’ the long haul and cash on account of the camwood view which retailer need the best cost without going by a significant number sites. Clinched alongside addition, it permits purchasers on search internet shopping sites in the security of their home. On the business’s side, those web is signi?cantly evolving those lifestyle retailers present, advertise, offer Furthermore correspond with buyers. Furthermore, it offers retailers a worldwide commercial center that extends great past the accepted geographic businesses overhauled by their physical saves (Norzieiriani Ahmad Azizah Omar T. Ramayah, 2010).

Web based shopping has turned into a favored approach for customers. This new inventive example of shopping not exclusively brings an incredible assortment and wide choice of stock to customers; it also offers an extensive market and different business openings. inside the previous twenty years, we have seen the quick improvement of the net and in this way the geometric development of the net clients. despite the fact that the amount of Asian net clients was the absolute best inside the world, the net entrance rate of Asia was not up to somewhere else. This wide unfurl of web advances on with their headways not by any stretch of the imagination consolidates a progressive effect on individuals’ life, however conjointly their effect on business tasks is clear. it’s clear by and by that web and its associated innovations have inspired new and entire diverse kinds of business that favor more elevated amounts of extravagance and reach. In particular, in showcasing business, online installment, and accordingly the fluctuation of online looking sites zone unit altogether expanding.

The aim of this analysis is to spot and value the factors that incoming the customer attitude in online shopping among new generation. It is enclosed the background of study, problem statement, objective of study, significance of the study, conceptual framework, and definition of terms.

1.2. Background Research
Since from the beginning of the use stage of web, individuals already have shown some interest to the web. This have been in line with web World Stats’ statistics (2012) these days quite 2 billion individuals joined to the web. This range shows that thirty % of the planet population use the web. Consequently, the web is often used for the competitive advantage by organizations and really it’s a robust supply to use (Hamill, 1997; 300).
Online shopping as outlined by Mastercard Worldwide Insights (20023) is that the method of purchasing product and services from merchants UN agency sell over the net. Generally, it is also referred to as net shopping for, electronic searching, online getting or net shopping.

We have been clearly feeling the tremendous modification that was brought by internet, that has penetrated every corner of the world. From communication, education, and finance to amusement, we are going to clearly see the appliance of internet. internet has resulted in an exceedingly nice revolution for every business. The operative efficiency, information transmission, and even cultural exchange are unprecedentedly improved. no doubt internet has influenced our lives deeply throughout that it plays a necessary and irreplaceable role.

The main purpose of this study is to know the factors that may influence consumer’s attitude in online shopping. how customers type such attitudes are going to be conjointly targeted on by researcher with the assistance of models and who are true internet buyers. The analysis methodology that which may be use throughout conduct this analysis is quantitative methodology study. there’ll be a series of queries which may be raise relating to and with reference to the problem that influence their looking in online from the new generation perspective. Quantitative approach usually includes surveys and questionnaires. These are often conducted face-to-face with a writing board and pen, over the hand phone, via post or email, online or via your web site. Survey queries ought to be fastidiously thought-about so the results can give substantive information.

1.3 Problem statement
There are a unit legion folks online any time and that they all area unit a possible shopper within the online market. Since their area unit such a big number of suppliers, the foremost necessary issue for organizations is to know what area unit shopper needs and wishes during this competitive business setting.

In the net looking market since there’s no face-to-face contact, analyzing and distinctive factors that influence the patron is significant. Moreover, shoppers have new demands within the net medium. Therefore, it becomes a lot of necessary to answer consumer’s demands to retain the client.

New generation tend to buy and pay online without think about the effect of their action toward long term money saving. This research is being conduct to determine the factor of customer attitudes among the new generation. According to Karve, Sunil in Jan 2014 say that he explored that almost all of the youth choose online looking and unearth a number of the habits of the youth whereas shopping for online like they purchase on monthly basis the foremost and additionally the mode of payment is most popular through MasterCard and pay moderately. There may be probabilities that the customer of being cheated whereas shopping online the new generation are tending to purchase in online or online shopping. This is because now days shopping online is one of the trend. According to Irum Javed in May 2012 state that per of their survey, online shopping is obtaining quality within the young generation such as students and professionals. Students sometimes value more highly to search goods from its original supply and that they principally like online shopping once a shopper to create purchases online to shop one thing, he or she is plagued by different factors.

As indicated by Kwon and Lee (2003), customers’ worries in regard to installment security and its relationship to demeanors toward web shopping and genuine buys were investigated. Respondents inside their investigation were general happy with utilizing the web and the majority of them had spent over $100 shopping online in the past a half year. Kwon and Lee found a negative connection between state of mind toward web shopping and issues with respect to online installment security. Clients with an inspirational state of mind toward online shopping give off an impression of being less included in regards to installment security. In like manner, clients who demonstrated greater concern identifying with online installment security were less conceivable to make online buys. The accessibility of various disconnected installment systems raised purchasers’ likelihood to purchase utilizing the web. Additionally, Kwon and Lee (2003) found that the bene?ts of low cost and great stock or administrations didn’t exceed customer issues with respect to installment security (Yingjiao Xu V. Ann Paulins, 2005).

The issues about trust play a vital role in elucidating the resistance to the online purchasing of consumers (Mwencha et al., 2014; Taylor ; Todd, 1995). The consumers who are even less likely to shop online are those who consider that their private information can be easily obtained online by malicious individuals, and those who consider that the online environment is liable to fraud, and, therefore, not safe (Miyazaki ; Fernandez, 2001). The present study also draws these important factors from the study of Miyazaki and Fernandez to examine in respect of Malaysian respondents.

The current study uses attitude as the dependent variable; from previous studies, attitude is the extent of an individual’s positive feelings about online shopping. A person with a more positive attitude is more prone to purchasing online. According to Pavlou and Fygenson (2006), attitude has a vital role in shaping intention to contribute to online shopping. Previous studies on e-commerce and information systems have provided extensive empirical evidence concerning the positive association between attitude and intention (Shu & Chuang, 2011; Tsai et al., 2011). Accordingly, in the online shopping context, consumers with a more positive attitude are considered to be more likely to shop together as a group.

1.3.1 Research question
Research queries area unit expose to get the relevant info needed to satisfy the
objectives. The planned main inquiries to be answered during this analysis area unit as follow:
Did the factor of trues influence the attitudes towards online shopping intentions among new generation?
Did the factors of convenience influence the attitudes towards online shopping intentions among new generation?
1.4 Objective of study
1.4.1 Main objective
Generally, this research is to identify whether that trues and convenience influent the customer attitude towards online shopping among the new generation.

1.4.2 Specific objective
To know how trust influence customer attitude towards online shopping.

To know how convenience influence customer attitude towards online shopping.

1.5 Hypotheses
Ho1: Higher level of trust will result in a more positive attitude toward online shopping.

Ho2: Higher level of convenience will result in a more positive attitude toward online shopping.
1.6 Theoretical /Conceptual Framework

Theory of planned behavior (TPB)( Ajzen, 110735, 1991).

In the new framework, it is about the relationship between trust, perceived benefits, perceived web quality, convenience, socio-demographic and attitude towards online shopping.

Dependent VariableIndependent Variable
299085010160Attitudes
towards
Online
Shopping
00Attitudes
towards
Online
Shopping
3143253175Trust
00Trust

1657350952500
159067527876400
2952751905Convenience
00Convenience

Source from Theory of planned behavior (TPB)( Ajzen, 110735, 1991).

1.7 Significant of study
1.7.1 Theoretical Gap
Theory of planned behavior (TPB)( Ajzen, 110735, 1991) have been use as the first structure. As indicated by the TPB, behavioral convictions which allude to the inward convictions of a person about the results of playing out a specific activity do impact demeanors toward the real conduct (Ajzen, 1991). The hypothesis that been use to help see more on how the factor influent the mentality. In this examination, the analyst are likewise utilizing a similar hypothesis yet with new factors that is comfort and socio-statistic.

1.7.2 Empirical Gap
In this research, the researcher studies about the customer attitudes toward online shopping. The research topic also has been done in other country such as Singapore, Jordan, China and also Malaysia (Pulau Pinang).
1.7.3 Practical Gap
In the current market, most of the customer purchase though online. Now, most of the marketer create an online website because the number of customer that can access to internet increase. This research offers valuable insights into the linkage between factor and attitude of generation Y in making decisions to shop or not shop in online shopping. This information can assist marketers and retailers to develop appropriate market strategies to retain current customers and to attract new customers.

7.7 Definition of term
7.7.1 Trust
7.7.1.1 Conceptual definition
Trust is referred to as the belief of an individual in the trustworthiness of others which can be determined by their perceived integrity, benevolence, and competence (McKnight et al., 2002; Lin, 2011). info issue not solely necessary in terms of handiness scenario, it’s conjointly necessary in convenience and personalization conception.

7.7.1.2 Operational definition
Trust refer as an exceed with a couple of productive transactions, when people begin feel safe and believe that this provider answer their desires and needs. Since online searching is an activity that regarding a computer-system, people cannot bite or feel product. Thus their choices supported the data that provided by online merchandiser.
7.7.2 Convenience
7.7.2.1 Conceptual definition
Convenience refers to the state of being able to proceed with something without difficulty. It also means that the customer will be easily to browse and search for the information of something by using online and this also easier compare to traditional shopping way.

7.7.2.2 Operational definition
Through online, consumers can easily search product catalog but if the consumer look generally for the same product or item in a traditional store manually it is difficult to visit physically and time consuming (Muhammad Umar Sultan and MD Nasir Uddin,2011)

1.9 Conclusion
For chapter 1, it’s discussing concerning summary of relationship between independent variable and dependent variable. It additionally includes the study background, objective, hypotheses, framework, and definition of term.

2.0 LITERATURE REVIEW
2.1 Introduction
The fundamental point of this examination is to foresee mentalities of web clients toward online shopping. As featured before, the advancement of online shopping keeps on being ascending among the new age and hence estimating mentality at this stage is considered important given that state of mind could be a noteworthy indicator of behavioral selection aim as per the hypothesis of contemplated activity (TRA) and furthermore the hypothesis of arranged conduct (TPB) (Ajzen and Fishbein, 110730; Ajzen, 110735, 1991). State of mind is laid out as a man’s general investigation of a thought. 2 kinds of disposition might be known which are: demeanors toward articles, and mentalities toward practices. As this investigation is with respect to estimating the elements that impact the purchaser dispositions toward online shopping, at that point attitudes toward practices is that the one that is important to the setting of this examination.
Disposition toward a conduct alludes to the degree to that an individual has a great or troublesome examination or evaluation of the conduct to be followed up on (Taylor and Todd, 1995). At the end of the day, state of mind toward a conduct might be refered to as a person’s certain or contrary investigation of an applicable conduct and comprises of a person’s striking convictions identifying with the apparent results of playing out a conduct.2.2 Review of related literature
2.2.1 Attitudes
Attitude towards a behavior refer to “the degree to which a person has favorable or unfavorable evaluation of the behavior of the question” (Grandom and Mykytyn, 2004). Attitudes toward online shopping are defined as a consumer’s positive or negative feelings related to accomplishing the purchasing behavior on the internet (Chiu et al., 2005; Schlosser, 2003a, b). Buying trends and internet adoption indications have been seen as the overall electronic commerce value in Malaysia rising from US$18 million in 1998 to US$87.3 million in 1999 (Mohd Suki et al., 2006).
In order to investigate consumer attitudes, we need to know what characteristics of consumers typically online shopping is and what their attitude in online shopping is. In simple terms, this means that there is no point having an excellent product online if the types of consumers who would buy it are unlikely to be online. In a situation of appropriate e-shopping environment if the product characteristics have electronic appeal and the consumers are familiar and feel confident in buying, e-shopping potential
Attitudes toward items, and demeanors toward practices. As this examination is identifying with estimation client attitudes toward online seeking, is the one that is applicable to the setting of this investigation. These definitions obviously feature the full of feeling nature of edge. Those convictions vary from an individual to an alternate bolstered their experiences like their own past encounters, disposition qualities, and attributes, furthermore to their own mentalities(Al-Lozi, 2011). This investigation hypothesizes the components that influent that demeanors of client toward online shopping are principally affected by individual, mental, and mechanical qualities. Thus, this investigation accept that three noteworthy behavioral convictions that are seen edges (i.e. individual), saw trust (i.e. mental), and saw web quality (i.e. mechanical) factors that impact the client attitudes toward online shopping among new age. This investigation moreover hypothesizes that apparent trust might be an immediate capacity of saw web quality and eWOM. all through this examination, it’s furthermore expected that apparent web quality completely and specifically influences apparent edges and eWOM. a few specialists have connected investigations in their push to take a gander at the components impacting consumers? demeanor and recognition to shape internet business buys through online shopping. Attitudes toward online shopping are characterized as a buyer’s certain or negative sentiments identified with achieving the looking for conduct on the web (Chiu et al., 2005; Schlosser, 2003). purchasing patterns and web selection signs are viewed because of the general electronic business worth in Malaysia ascending from US$123 million out of 191073 to US$237.3 million out of 1999 (Mohd Suki et al., 2006). In order to inquire about consumers? dispositions, the specialist got the chance to see what qualities of customers some of the time online shopping is and what the client point of view in online looking is. In basic terms, this recommends there’s no reason having an impeccable item online if the classes of purchasers who might go are probably not going to be online.

2.2.2 Trust
Karve, Sunil (Jan 2014) He investigated that almost the greater part of the youth select online needing and uncover assortment of the propensities for the adolescent while purchasing online like they buy on month to month premise the principal and what’s more the method of installment is most very much enjoyed through mastercard and pay tolerably. He moreover found that Flip kart was positioned most elevated took after by Amazon by the respondent. 76 respondents felt that it totally was sheltered and secure to do and do online looking. 67 respondents felt that there could likewise be conceivable outcomes of being swindled while shopping online.

Pejman Sheibani, Doghezlou, and Aliakbar Hozhabri (2012) they presented
the issue touching shopper’s attitude towards online buying. The study disclosed that the merchandise characteristics has not any vital relationship with the customer’s attitude towards online shopping among the case of Singaporean degree holders. Also, assured that they’ll acquire lots of success the if customer’s personal information would be unbroken safe and may increase their trust by providing facilities that offer plenty of safe transactions for them once they are doing online purchasing.

Due to the abnormal state of vulnerability and dynamicity of the net, trust was estimated as an on the double determinant of dispositions (Gefen and Straub, 2003; Hassanein and Head, 2007; Lin, 2011). Given the standard and furthermore the multidimensionality of the thought (Hassanein and Head, 2007), one will see a few and totally unique meanings of trust at interims the important writing. for instance, Barney and Hansen (1994, p. 176) laid out trust as “the common certainty that no gathering to a trade will abuse another’s vulnerabilities.” Mayer et al. (1995) illustrated trust as “the demeanor of a festival to be in danger of the activity to this point distinctive gathering bolstered the desires that {the diverse the opposite} will perform specific activity essential distinctive rust. “Trust might be conjointly said in light of the fact that the give a false representation of f of an individual at interims the quality of others which could be controlled by their apparent uprightness, kindness, and aptitude (McKnight et al., 2002; Lin, 2011). Basically, trust could likewise be depicted as partner degree desire that others won’t act astutely (Gefen et al., 2003), that the vender will give what has been secure (Ganesan,1994). Notwithstanding the changeability of definitions, trust is by and large pondered fundamental in online situations due to the related dangers in such settings (VanderHeijden et al., 2003).

2.2.3 Convenience
Convenience identifies with straightforward utilize, each as far as interfacing with the site and set up together the whole dealings system (counting requesting, paying and taking conveyance of item or administrations). mastery of misuse online shopping sites upgrades the methodology of online shopping and is guaranteed to private abilities in abuse shopping sites, and this have impact the clients’ bring in doing looking online (Andam 2003, Kurnia 2006, Kshetri 20023a). online shopping sites’ moreover interfaces should be all around composed and simple to utilize, extensively for buyers joined countries organization have an infrequent involvement in abuse these sites for needing (Griffith et al. 2001). The interface got the opportunity to try and be efficient and permit basic correlation or perusing of item (Hoque et al. 1999).
Shopping on the web require out and out particular characteristics from shopping. A part from asserting these viewpoints may help buyers’ recommendation on shop on the web, same time others may cripple them. What’s more to buyers’ psychographics on account of statistic encounters and that impact their mentalities toward of shopping on the web. What’s all the more likewise stock might be for the most part open will be basic. All the more inspirational position dispositions over their urban partners to using those web for shopping and the outcome may make more age y to unequivocally buy from on the web (Yingjiao Xu V. Ann Paulins, 2005).

According to Wang et al., (2005) convenience is one the most impactful factors concerning online shopping willingness. You can shop online at any hour of the day as compared to traditional shops. Online stores are open 24/7 (Hofacker, 2001; Wang et al., 2005). According to Berry et al., (2002) and Sieders et al., (2007), service convenience is one of the major factors that relates to the consumer’s efforts and time. There are many perceptions towards it when it comes to buying or using a service. Service convenience is effort saving in the sense that it minimizes the physical, emotional and cognitive activities that customers bear to buy goods and services online (Berry et al., 2002).

2.2.4 Generation Y
The term Millennials generally refers to the generation of people born between the early 1980s and 1990s, according to the Merriam-Webster Dictionary. Some people also include children born in the early 2000s (Douglas Main,2017).
The Millennial Generation is also known as Generation Y, because it comes after Generation X — those people between the early 1960s and the 1980s. The publication Ad Age was one of the first to coin the term “Generation Y,” in an editorial in August 1993. But the term didn’t age well, and “Millennials” has largely overtaken it. But the terms basically mean the same thing(Douglas Main,2017).
This age group has also been called the Peter Pan or Boomerang Generation because of the propensity of some to move back in with their parents, perhaps due to economic constraints, and a growing tendency to delay some of the typical adulthood rites of passage like marriage or starting a career(Douglas Main,2017).

2.3 Conclusion
These findings will be helpful to those venturing on a web business and may be enforced in their business ways.

METHODOLOGY
3.1 Introduction
This chapter is discussing concerning data collection methodology of analysis. It’s additionally together with research method, population and sample, ethical considerations, data collection and data analysis procedures, and potential findings.

3.2 Research Design
This research is a descriptive research. This is to make a clear picture about the factor that influence the customer attitude toward online shopping among generation Y. There are two way or types of method that can be use in conducting research that is quantitative and qualitative method. This research will be using quantitative method. This is because time is a vital attribute for making while selecting research method (Creswell,1994). Quantitative method is faster compare to qualitative method. A research design is also a blueprint for the collection, measurement, and analysis of data, based on the research questions of the study (Uma Sekaran and Roger Bougie, 2013). The analysis mistreatment this methodology to search out the link between the independent variable with independent variable. While carried out this research the previous research will be also taken into account and be implemented.
3.3 Sampling Design
3.3.1 Target Population
Target populace is including the geological territory, for example, nation, locale, city. The examination depends on that information from a gathering of individuals. As indicated by Internet World Stats (2014), the quantity of individuals utilizing the web up to 2012 surpasses 2.41 billion. This speaks to around 34.3 percent of the aggregate populace of the world.
The objective populace of this examination is in Kuching, Sarawak. The aggregate of Kuching populace is 770,407 of every 2017(World Population Review, 2017). There are in excess of 623.6 % web client in Malaysia. This is on account of the quantity of web based shopping has turned into the run of the mill ways of life to them. Significantly all the more amazing is that web clients in Malaysia couldn’t care less about burning through RM100-RM300 in web based shopping (Hawking, 2000).

3.3.2 Sampling
There are two types of sampling that are probability sampling and non-probability sampling. In this exploration, comfort inspecting is being use. This is on the grounds that information that scientist get from study question that identified with the theme of the examination. Unwavering quality of the hypotheses and the past research will be investigation more profound so as to distinguish the factor that influent the client state of mind toward internet shopping among new age.

In this research sampling is the generation Y.  Now days’ online retail or e-commerce have growing rapidly. This have make online shopping been the first choice of Generation Y in Malaysia. Besides that, they have been synonymous in use the electronic devices because they have been using it since in their childhood.

The survey questionnaire consisted of 2 elements. the primary recorded the subject’s demographic data. The second recorded the subject’s perception of every variable in the model. The demographic variables assessed were gender, age, race, and marital status. This condition asked each subject to indicates his or her degree of agreement with every item. information was collected using a five-point like scales facilitate measuring. Participants were asked to fill the questionnaire and indicate their current situation for every variable item (1=strong disagreement and 5=strong agreement). The form consisted of twenty things measurement the 5 variables.

3.3.3 Sample Size
According to Zamboni (2015), sample size measures the number of individual samples measures or observations uses in a survey or experiment. According to Uma Sekaran (2003), the suggested sample size not more than 234. Besides that, according to Luck, Taylor and Robin, this is the formula in calculate the sample size;

3.4. Data Collection Method
In order to accomplish the analysis objectives and to handle the analysis question this treatise attracts on each primary and secondary information assortment strategies. Secondary information additionally gives a helpful supply to answer the analysis question (Saunders et al, 2009; 256). moreover, secondary information permits to grasp the subject space whereas informing the first analysis style.
Primary data is a tools that be use by the researcher in conducting the research such as survey questions and experiment. Through the question that been ask by the researcher will collect and analysis. This survey question will be online survey to the respondent. The survey question is divided to two section that is section A and section B. Section A ask about socio-demographic. While section B ask about trust and convenience(Uma Sekaran and Roger Bougie, 2013 ).

While secondary data been conduct is to gather all the data that is relevance to the research topic. Secondary resource gives initial insight into the analysis drawback and embrace each data and printed summaries, sources, such as, articles, books, journals, etc.

3.5 Pilot Test
The pilot test is defined as in the main a try-out analysis techniques and ways, however also questionnaires and interviews. The pilot study of this analysis can, therefore, be defined as each a practicability study as well as a pre-testing of instruments, questionnaires, and interviews. A pilot test study is research study that been conduct before doing the intended study. The pilot test is usually in a smaller scale of data. Pilot test only reduces the making a Types I or Types II. This have allowed the researcher to conduct an analysis event thought without worry about making a mistake in the research.

In this research, the pilot test is applying to the generation Y. throughout this test or method, the research also tested a brief opened question on the attitude questionnaires on the generation Y within the pilot group. Number 89 of sample size for the pilot test is 30 people.

3.6 Data Analysis
Quantitative analysis measures the info or data by using descriptive statistics. The process to rewriting the raw information or data and remodel the information and data from the results of questionnaires into numerical data. In terms of the reliability of results, the accuracy of information has been generated through computer program which Statistical Package for Social Sciences (SPSS). This software package has been wide adopted for applied mathematics analysis. the info is given within the type of tables, diagrams or bar charts and following the figures a close rationalization is obtainable(Saunders et al, 2009.)
3.6.1 Descriptive Analysis
Descriptive analysis usually uses in describe the basic data in the research analysis(Uma Sekaran and Roger Bougie, 2013 ). Besides that, descriptive analysis use in determine the standard deviation and the mean of the data that been collect from independent variable and dependent variable. The data will be summarizing and interpret the data and the information into a set of data(Saunders et al, 2009.).

The level of the score for attitude towards online buying and factor that influent customer perception towards online buying were categorized into 3 levels that are low, medium and high by using the best score and also the lowest score. was used to assess the variations between independent variable that is trust and convenient(Saunders et al, 2009.) .

3.6.2 Person Correlation Analysis
Person correlation analysis is a set of data of quantitative data and also continuous data in measure on how well is the data and information that been collect related to each other. In checking for the linearity drawing a scatter plot of the variable is important. This is because the correlation must not be calculated if the relationship not liner (Saunders et al, 2009.). Pearson’s correlation was used to assess the connection between independent variables like trust and convenience.

Source from Dedorah J. Rumsey (2010)
3.7 Normality Test
Normality test is the best tools in judging the normality data especially in small size sampling. Besides that, normality test is to know whether the researcher reject or fail to reject the hypothesis.

3.23 Reliability and Validity.

3.23.1 Reliability
Reliability is a measure indicates the extent to which it is without bias (error free) and hence ensure consistent measurement across time and across the various items in the instrument. In the other word, reliability of a measure is in an indication of the stability and consistency with which the instrument measures the concept and help to assess the “goodness” of a measures (Uma Sekaran and Roger Bougie, 2013 )In this research, the reliability is tested the independent variable and dependent variable through the Cronbach’s alpha. Reliability analysis measures the consistency of item content scales and the stability of scale measurements for dimensions. This study will apply Cronbach’s ? price to verify the consistency of things. consistent with Nunnally (19723), a score of over 0.7 is taken into account reliable. This study’s form covers five part: perceived benefits (five items), socio-demographic (five items), trust (two items), perspective web quality (three items), and convenience (five items). The consistency of the dimension’s content is high which the form has high dependability
3.23.2 Validity
Validity is a test of how good instrument that developed measurement whatever concept intended to measures. In other words, validity is concerned with whether the researcher measures the right concept, and reliability with stability and consistency of measurement (Uma Sekaran and Roger Bougie, 2013).

Validity also referred to connected literature’ questionnaire contents and include the opinions online shopper. Thus, this study contains a significant degree of content validity. The Kaiser-Mayer-Olkin KMO) measure of sampling adequacy test and Bartlett’s Sphericity test are carried out to evaluate the adequacy of each item. Hair et al. (191073) demonstrated that, once the KMO worth is larger than 0.6 and therefore the p-value of Bartlett’s sphericity test is nearer to zero, it means the item is adequate for factor analysis. To test the construct validity of the questionnaire, correlational analysis is performed on each construct. Hair et al. (191073) recommend that when factor loading is higher, convergent validity is more vital
3.9 Conclusion
In chapter 3, it discusses about the methodology of research. The target population is among the new generation. Data that been collect are analysis through SPSS software.
4.0 DATA ANALYSIS AND FINDING
4.1 Introduction
In this chapter, the results obtained from the questionnaires will be used to study on the research objectives stated in chapter 1. And then, further discussions about those results were also done by using Statistical Package for Social Sciences (SPSS) 22.
In the beginning stage of the research, 30 questionnaires were distributed out to Generation Y in Kuching. In roughly 1-3 days’ time, the questionnaires were collected back, but only 20 usable questionnaires can be used among the questionnaires collected back.
The tests done on the results of the questionnaires include Descriptive Statistical Analysis, Cronbach Alpha, Factor Analysis, Normality test, Pearson’s Correlations and Regression Analysis. All the results in these related studies will be shown and discussed in this chapter. And by the end of this chapter, the relationship among the two independent variables, dependent variable, and moderator will be shown and illustrated after brief interpretation.

4.2 Descriptive Analysis
4.2.1 Demographics of respondents
30 questionnaires were distributed to Generation Y in Kuching but only 20 usable questionnaires were collected back. In the first section regarding the demographics of the respondents, respondents were required to answer 5 questions. The 5 questions in demographic section are composed of age, gender, race, marital status, and (at current hotel).
Demographic can be used to understand differences among the behavior of respondents in the dependent variable. It can be used to explain differences in the data results among sub-group in the sample. Hence, the frequencies and percentages of each demographic were studied and analyzed in the following section.

4.2.1.1 Age of the respondents
Table 4.1: Frequencies table for Age Group
Age Group Frequency Percentage (%)
Group 1 (20-24 years old) 205 623.3
Group 2 (25-30 years old) 37 12.3
Group 3 (31-35 years old) 523 19.3
Total 300 100
Sources: Developed for the research
Figure 4.1 Percentage of respondents based on Age Group

Sources: Developed for the research
The result reveal that the respondents age group can be divided into 5 distinctive range group. The result show that majority of the respondents is from 20-24 years old (623.3%) that is 205 people. In age from 25-30 years old (12.3%) that is 37 people. In age from 31-35 years old (19.3%) that is 523 people.

.

4.2.1.2 Gender of the respondents
Table 4.2: Frequencies table for Gender
Gender Frequency Percentage (%)
Male 70 23.3
Female 230 76.7
Total 300 100
Sources: Developed for the research
Figure 4.2 Percentage of respondents based on Gender

Sources: Developed for the research
The result reveal that the respondents gender. The result show that majority of the respondents is female (76.7%) that is 230 people. While male (23.3%) that is 70 people.

4.2.1.3 Race of the respondents
Table 4.3: Frequencies table for Race
Race Frequency Percentage (%)
Malay 89 29.7
Chinese 81 27.0
Iban 107 35.7
Bidayuh23 7.7
Total 300 100
Sources: Developed for the research
Figure 4.3 Percentage of respondents based on Race

Sources: Developed for the research
The result reveal that the respondents race group can be divided into 5 distinctive race group. The result show that majority of the respondents is from Iban race (35.7%) that is 107 people. Respondents from Bidayuh race(7.7%) that is 23 people. Respondents from Chinese (27.0%) that is 81 people. Respondents from Malay race (29.7%) that is 89 people.
4.2.1.4 Marital Status of the respondents
Table 4.4: Frequencies table for Marital Status
Marital Status Frequency Percentage (%)
Single 217 72.3
Married 77 25.7
Divorced 2 0.7
Widowed4 1.3
Total 300 100
Sources: Developed for the research
Figure 4.4 Percentage of respondents based on Marital Status

Sources: Developed for the research
The result reveal that the respondent’s marital status can be divided into 4 distinctive group. The result of the respondents is married (25.7%) that is 77 people. Respondents is single (72.3%) that is 217 people. The lest respondents from both divorced have (0.7%) that is 2 people and widowed have (1.3%) that is 4 people.

4.3 Explanatory factor analysis
To test the reliability and validity of the study, explanatory factor analysis was conducted on the data collected in both the pilot test study and the actual study. For validity test, all the 4 variables in the study, which are trust, convenient and customer attitude. As for reliability test, Cronbach’s Alpha was used to test and confirm consistency.

Besides, KMO and Barlett’s test was also conducted on both pilot test study and actual study. Since factor analysis were testing using principal components extraction, so KMO and Barlett’s test must be conducted before factor analysis to ensure the data are suitable and appropriate for the principal components analysis.

4.2.1 Reliability and Validity for Pilot Test Study
Measure Items Factor Loadings KMO Barlett’s Test of Sphericity Eigenvalue Cronbach Alpha
Trust 6 .424 to .914 .699 316.7623 p=0.000 6.517 .914
Convenient 6 .434 to .2362 .696 169.702
p=0.000 4.2366 .2389

The consequences of dependability and legitimacy test in regards to the estimation scale under the pilot test ponder are appeared in the table 4.5 above. The specimen size of the pilot test is 30 respondents. The greater part of the respondents’ answers are gone into SPSS 22 programming to explore the unwavering quality and legitimacy of the pilot examine inquire about.
Above all else, the Kaiser-Meyer-Olkin (KMO) and Barlett sphericity test is utilized to demonstrates that the extent of the specimen is adequate for doing factor examination. For this pilot test consider, the Kaiser-Meyer Olkin (KMO) went from .696 to .2354. With respect to the Barlett Sphericity Test, the p-esteem for every one of the factors are not as much as the hugeness level .05, which p-esteem is 0.000. These outcomes bolster the factor investigation application.
Other than that, the Eigenvalues for every one of the factors are more than 1. In this way, more than a solitary thing is clarified. Cronbach’s Alpha all extended from .2389 to .9523, demonstrating that the unwavering quality on consistency are satisfactory as the esteem all are over 0.70. For factor loadings, every one of the things have the estimation of factor loadings higher than .40. These outcomes demonstrate that under a similar variable, the estimations scales are legitimate and firmly corresponded. Each one of the components for the factor examination for everything under all the 5 factors are
4.3.1Normality Test for Pilot Study
4.3.1.1Univariate ordinariness – Skewness and Kurtosis
This examination is to see if the instrument utilized for the proportion and interim level information is appropriated typically or strangely. A 0 estimation of the skewness and kurtosis implies it is precisely ordinarily circulated, or when the esteem is zero, watched dispersion is ordinary. The information is said to be anomalous when the supreme estimations of skew record is more than 3.0 or not exactly – 3.0. Concerning the kurtosis record, the esteem can be viewed as ordinary when it’s inside the scope of – 10.0 to 10.0. Skewness and kurtosis esteem were all worthy for the pilot test ponder. (Kline, 2005)
Normality Test for Actual Study
Univariate normality – Skewness and Kurtosis
Table 4.7 for Skewness and Kurtosis values for Actual Study
Scale items N Skewness Kurtosis
Statistic Statistic Standard Error Statistic Standard Error
T1 300 -3.342 .141 10.303 .281
T2 300 -2.677. .141 5.936 .281
T3 300 -2.434 .141 4.884 .281
T4 300 -2.304 .141 4.681 .281
T5 300 -2.231 .141 3.669 .281
T6 300 -2.313 .141 4.014 .281
C1 300 -2.321 .141 4.779 .281
C2 300 -2.513 .141 5.859 .281
C3 300 -2.586 .141 6.226 .281
C4 300 -2.703 .141 6.760 .281
C5 300 -2.777 .141 6.684 .281
C6 300 -3.679 .141 13.613 .281
Sources: Developed for the research
4.3.2.1 Reliability and Validity for Actual StudyTable 4.6: Validity and Reliability Analysis for Actual Study
Measure Items Factor Loadings KMO Barlett’s Test of Sphericity Eigenvalue Cronbach Alpha
Trust 6 .473 to .774 .895 2864.908 p=0.000 54.826 .290
Convenient 6 .415 to .2171 .895 2864.908
p=0.000 72.014 .290
Sources: Developed for the research
The consequences of unwavering quality and legitimacy test in regards to the estimation scale under the real examination are appeared in the table 4.9 above. The example size of the genuine examination is 300 respondents. The greater part of the respondents’ answers are gone into SPSS 22 programming to explore the dependability and legitimacy of the real investigation look into.
Above all else, the Kaiser-Meyer-Olkin (KMO) and Barlett sphericity test is utilized to demonstrates that the extent of the specimen is adequate for doing factor examination. For this genuine examination, the Kaiser-Meyer Olkin (KMO) is .895 . Concerning the Barlett Sphericity Test, the p-esteem for every one of the factors are not as much as the hugeness level .05, which p-esteem is 0.000. These outcomes bolster the factor examination application.
Other than that, the Eigenvalues for every one of the factors are more than 1. In this way, more than a solitary thing is clarified. Cronbach’s Alpha all ran from 1.746 to 23.796, demonstrating that the unwavering quality on consistency are adequate as the esteem all are over 0.70. For factor loadings, every one of the things have the estimation of factor loadings higher than .40. These outcomes demonstrate that under a similar variable, the estimations scales are legitimate and firmly connected.

The consequences from the pilot check take a look at had been used to develop the survey questions inside the actual study. verification of the content material and format changed into made thru the pilot check look at so the questions in the real examine will have a suitable reliability consistency inside the dimension scale
Correlation Analysis
Person Correlation Coefficient is used to measure the strength of the relationship (Sweet & GraceMartin,20023). But, Garson (2011) have recommends that the coefficient cannot exceed 0.23 that is to avoid multicollinearity.

Table 4.23 for Person Correlation Analysis
Variable Trust Convenient Customer Attitude
Trust 1 0.679** 0.769**
Convenient0.679** 1 0.676**
** Correlation is significant at the 0.01 level (2-tailed)
Sources: Developed for the research
The correlation between the variable have been test through Pearson’s Correlation test. According to the result that is show in Table 4.23 the correlation of trust (r = 0.769), convenient ( r = 0.676 ) with customer attitude is significant at 0.01 levels ( 2-tailed).

Reliability Coefficient
Coakes and Steel, (2007) characterized that unwavering quality investigation assesses the properties of estimation scales and the things that make them up. The technique ascertains various normally utilized measures of scale dependability and furthermore gives data about the connection between singular things in the scale. To check the dependability of the examination builds, the inward consistency investigation (Cronbach’s alpha) and thing to-add up to relationship are utilized to recognize the interior consistency unwavering quality of the proposed develops. Cronbach’s alpha is a model of inward consistency the normal between the average inter-item correction. Cronbach’s alpha is recommended to be over 0.2239. This investigation has general develop Cronbach’s alpha (?) = 0.290 where is considered as adequacy and unwavering quality.

Simple Linear Regression Analysis for Trust H1
Model Summary
Table 4.9 for Simple Linear Regression AnalysisVariable R R. Square Adjusted R
Square Std. Error of the Estimate
1 0.210 0.44 0.004 0.79752
Independent Variable: Trust
Dependent Variable: Customer Attitude
Sources: Developed for the research
The table from above show that the variance in customer attitude in purchasing in online hold a total of 4.4% (R. Square = 0.044) in Trust variable. As for the remaining value could be because of the effect of the other factor.

Table 4.10 for Simple Linear Regression Analysis ( Trust H1)
Variable Unstandardized Coefficients Standardized Coefficients t Sig
Trust 2.881
-0.328 0.715
0.150 4.029
20.71073 0.000
0.000
Independent Variable: Trust
Dependent Variable: Customer Attitude
Sources: Developed for the research
Table 4.10 shown that Trust (p-value=0.000). This is mean that it have a significant relationship with Customer Attitude in purchasing online.
Simple Linear Regression Analysis for Trust H1:
Customer Attitude = 2.881+(-0.328)(Trust)
Table 4.11 for Simple Linear Regression Analysis (Convenient H2)
Variable R R. Square Adjusted R
Square Std. Error of the Estimate
1 0.210 0.44 0.004 0.79752
Independent Variable: Convenient
Dependent Variable: Customer Attitude
Sources: Developed for the research
The table from above show that the variance in customer attitude in purchasing in online hold a total of 40.9% (R. Square = 0.409) in Convenient variable. As for the remaining value could be because of the effect of the other factor.

Table 4.12 for Simple Linear Regression Analysis (Convenient H2)
Variable Unstandardized Coefficients Standardized Coefficients t Sig
Convenient 2.881
-0.109 0.715
0.120 4.029
12.091 0.000
0.000
Independent Variable: Convenient
Dependent Variable: Customer Attitude
Sources: Developed for the research
Table 4.12 shown that Convenient (p-value=0.000). This is mean that it have a significant relationship with Customer Attitude in purchasing online.
Simple Linear Regression Analysis for Convenient H1:
Customer Attitude = 2.881+(-0.109) (Convenient)
Hypothesis Testing
H1: Higher level of trust will result in a more positive attitude toward online shopping.

Refer to Table 4.9 and 4.10, the p- value for trust is 0.000 that is lower compare to the p-value of 0.05. This mean that H1 is accepted. Thus, there is a significant relationship between customer attitude toward online shopping. Literature claime by Lee (2002); Swaminathan et al (1999); and Loshe & Spiller (1999) have support this result.
H2: Higher level of convenience will result in a more positive attitude toward online shopping.
Refer to Table 4.11 and 4.12, the p- value for trust is 0.000 that is lower compare to the p-value of 0.05. This mean that H2 is accepted. Thus, there is a significant relationship between customer attitude toward online shopping and convenient. Literature claime by Lee (2002); Swaminathan et al (1999); and Loshe & Spiller (1999) have support this result.
4.7 SummaryAs a conclusion for this section, SPSS 22 had been utilized for every one of the tests and measures on the outcomes acquired from the respondents in this exploration. For segment A, the statistic things had been appeared in realistic with the utilization of graphic examination. Cronbach Alpha and Factor Analysis are utilized to test the unwavering quality and legitimacy of both pilot test and genuine investigation. While typicality test is utilized to guarantee the outcomes are regularly circulated. With respect to the investigation of connection, Pearson’s Correlation Analysis was utilized. With every one of these tests and measures, the connections among every one of the factors can be outlined out by the analysts.

5.0 Discussion, Conclusion, and Recommendation
5.1 Introduction
This chapter will briefly be discussed about the limitations in this study and any guidance for future research is to overcome the boundary limits in the related field. In the limitation section, it will also talk about any challenges and difficulties faced by researcher. As for recommendation section, it will involve parts that said how should the research frameworks can be improved to get a more accurate and useful data for both the organizations and the customer.

Limitations of Study
Initially, the geographical limitation is the most crucial dilemma for this look at. This study handiest focused and accomplished in Kuching which would possibly ends in bias in pattern alternatives. With this challenge, the outcomes accrued couldn’t be stated representatives of the population as climate and culture are distinctive in one of a kind geographical vicinity. in other words, the samples responses might be doubted as it isn’t always generalizable. This is because some online item doesn’t reach to the customer.
Next, the tool used is restricted on this have a look at as nicely, which reached respondents with questionnaires. in other words, the researcher may not be assembly up with all the respondents and any questions or doubts associated with the questionnaires might not be capable of explain as element as feasible to the respondents. the respondents are probably getting a one of a kind knowledge concerning the questionnaire in comparison to the researcher.

Ultimate however no longer least is regarding the language of the questionnaire. this questionnaire is simplest the use of one language, which is English. if the time isn’t as limited, the questionnaire can be organized in extra than simply one language, including inclusive of Bahasa Malaysia and Chinese language. Even better, if the research is capable of pass global, extra languages need to be included.

Directions for Future Research
The proposals are made in view of the confinements expressed previously. Initially, the researchers can lead the exploration in a more extensive topographical area, rather than just in Kuching. For instance, surveys can be conveyed to different states, for example, Sabah and peninsular Malaysia. With this, the example estimate without a doubt can be expanded thus enhance the precision and level of adequate of the survey. On the off chance that the time and fund limitations are decreased, the researcher can considerably consider going universal to disperse surveys in different nations so as to comprehend the overall patterns on what is influent the customer in online shopping. The researcher will have the capacity to see the likenesses and contrasts of representatives’ or customer want from the website in various nations.
Besides, the analyst can overhaul this quantitative research to a subjective research or even blend technique. Different instrumentations can be created and executed to gather respondents’ reasoning rather than just utilizing surveys. For instance, meet. The researcher can coordinate meeting a portion of the respondents with respect to the examination. If the time is not very restricted, perceptions should be possible on inn representatives to see the patterns of the customer attitude in purchasing online that is hierarchical equity, authoritative atmosphere and occupation fulfillment.
Ultimately, the researchers are proposed to build up the survey in numerous dialects to achieve distinction respondents of various races and religions. For instance, if the researchers will direct the exploration in their own mother language, at that point dialect can be incorporated into the poll. This is because individuals are less inclined to misjudge when they are utilizing their first dialect.

5.4 Chapter SummaryIn this investigation, the outcomes can be utilized by different specialists as far as finding the connection between the factor that impact the client in web based shopping. The outcomes likewise said that it will be favorable if the association is having the capacity to comprehend their client need and need and this will ready to meet fulfillment for the client.
As a conclusion, the outcomes in this investigation are turned out to be dependable and legitimate as upheld by the test done in SPSS. The outcomes won’t not have the capacity to speak to an expansive populace but rather is another establishing of shopping patterns in Kuching, particularly in web based shopping in Kuching. As far as that, this examination just concentrates on internet shopping among the youthful era, which may be another leap forward for online business explores.

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