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Nowadays online shopping has become a very good alternative for people at global market in the world since it makes works easier than the traditional one.However, there are different positive and negative factors which may encourage or discourage customers to chose this new way of shopping.It is necessary for online sellers to identify these effective elements in order to increase sales and improve their virtual stores.This book mainly focuses on attitudes and behaviors of students of University Technology Malaysia.The findings of this book is more useful for those online retailers who offer academic products such as books,tutorial CDs,etc. With a better understanding of customers' needs and expectations, online companies can offer goods and services more effectively.