These days, internet has become an integral part of our lives. The presence of the Internet conveyed many points of interest to people's day-by-day routine. After the rise in technology, people can interact, engage themselves, can do shopping online and avail services over the net. Although there are many disadvantages of the same, as the viruses, the danger of individual data burglary, spamming and so on. However since the points of interest exceed the disadvantages, the majority of the population cannot avoid using it as the same. With the rise in the technology, people have started showing more interest in internet. “As indicated by Internet World Stats' insights (2012) today more than two billion individuals connected to the Internet. This number demonstrates that 30 percent of the total populace utilizes the Internet. Therefore, the Internet can be utilized for the upper hand by associations and really it is a capable source to utilize.” Internet shopping is a phenomenon that is growing rapidly nowadays. A peep into the exponential growth of the main players in this industry indicates there is still a large reservoir of market potential for e-commerce. The convenience of online shopping rendering it an emerging trend among consumers, especially the Gen Y. The prevalence of online shopping has raised the interest of the retailers to focus on this area. Therefore, this study was to determine the relationship between subjective norm, perceived usefulness and online shopping behavior while mediated by purchase intention. University students were selected as the subject of analysis. 662 out of 800 sets of questionnaires distributed were valid for coding, analyzing and testing the hypothesis. Collected data were then analyzed using SPSS version 18.0 and AMOS version 16.0. Structural Equation Modeling to examine the model fits and hypothesis testing. The conclusion can be depicted that subjective norm and perceived usefulness significant positively influence online purchase intention but subjective norm insignificant influence shopping behavior in a negative way. It is interesting to note that perceived usefulness also insignificantly influence online shopping behavior. Finding also revealed that purchase intention significant positively influence online shopping behavior. For future research, sample from working adults and other variables that related to online shopping were to be included to minimize sampling bias.
