The study aimed to examine the behavior of students towards online shopping in Kelantan,Malaysia. A quantitative research method was employed, and data was collected through aself-administered questionnaire from a sample of 122 students from various higher educationinstitutions in Kelantan. The results showed that students in Kelantan have a positive attitudetowards online shopping and perceive it as convenient and timesaving. They also showed ahigh intention to shop online in the future. The study found that the factors that influenced thebehavior of students towards online shopping were perceived usefulness, perceived ease ofuse, perceived risk, and trust in online sellers. The findings of this study can be used by onlineretailers and marketers to develop effective strategies to target the student market in Kelantan,Malaysia.
