It is reasonable for the insignificant result between subjective norm and
online shopping behavior as supported by Ajzen (1991) and Jamil and Mat (2011). Although perceived usefulness
and online shopping behavior have weak positive relationship, the insignificant path was agreed by Aghdaie et al.
(2011) and university students’ actual online behavior tend to be more driven by other variables. This research has
shown an increased explanatory power of the purchase intention and online shopping behavior compared to previous
research. It also provides guideline for future research to concentrate on the strengths and terminate the weaknesses.
As with any studies, there are some drawbacks in this research such as the sample chosen was limited to university
students with higher education background. Thus, future study is suggested to select working adults and other
variables that related to online shopping can be included.