Document Type



With the boom of Internet, Internet has become one of the consumers’ online shopping channels. However, there is different in online shopping situation is because of consumers in different cultures and countries have different online shopping behavior is worth to discuss. This study is to explore the Internet users’ online shopping situation in developing country, Malaysia, and 118 questionnaire respondents were collected. Statistical analysis software SPSS 17.0 and AMOS 6.0 were used to analyze the impact on e-service quality, satisfaction, trust, and purchase intention. The model fit of this study was in an acceptable level, and this indicates that the theoretical model of this study supports the description of e-service quality for e-retailers that online shopping situation will be effected by trust and satisfaction. The result of this study will be available for those who interested in developing a transnational e-retailer as a reference, as well as academic research on cross-cultural comparative analysis.