Factors influencing consumer behavior in Malaysia E-commerce for online shopping

Ting Tin Tin and Chai Di Chen and Chan Kai Shee and Marcus Lee Joo Jen and Nicholas Wong Jin Hao and Wan Nor Al-Ashekin Wan Husin and Ali Aitizaz and Lee Kuok Tiung and Ayodeji Olalekan Salau and Umar Farooq Khattak and Yasin Ahmed Siddiqui (2024) Factors influencing consumer behavior in Malaysia E-commerce for online shopping. Pakistan Journal of Life and Social Sciences, 22 (2). pp. 1-12. ISSN 1727-4915

Text FULL TEXT.pdf Restricted to Registered users only Download (692kB) | Request a copy

Abstract

The purpose of this study is to investigate the factors that influence online consumer behavior on e-commerce platforms in Malaysia. In an era of rapidly advancing technology and increasing business platforms aimed at enhancing human efficiency, the aim of this study is to discover the relationship between attitude towards online websites and behavior intention in the aspect of price factor, perceived ease of use, perceived usefulness, product factor and convenience. Data were collected through an online questionnaire conducted at TAR UMT, with a total of 104 responses received. Cronbach’s alpha is used to measure the reliability of the questionnaire item. Pearson’s correlation and mediation analysis are performed to test the relationship between the the price factor, perceived ease of use, perceived usefulness, product factor, convenient using SPSS with Macro Process 4.0. The results of this study found a positive relationship between the the attitude towards online websites and the result of the mediation analysis showed that the the price factor, perceived ease of use, perceived usefulness, product factor, and convenient are a mediating factor in the relationship between the the attitude towards online websites and the intention of behaviour. These findings offer valuable information for researchers and policymakers, providing guidance on optimising e-commerce strategies to drive business success in the digital realm. By understanding and leveraging these influential factors, businesses can better respond to consumer needs and preferences in the evolving landscape of online shopping.

Item Type:	Article
Keyword:	Consumer Behavior E-Commerce Platforms Online Shopping, Price Factor Perceived Ease of Use Perceived Usefulness Product Variety Convenience Attitude Websites towards Behavioral Intention
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5546-5548.6 Office management K Law > KJ-KKZ Europe > KJE5-7975 Regional organization and integration. Comparative law
Department:	FACULTY > Faculty of Social Sciences and Humanities
Depositing User:	ABDULLAH BIN SABUDIN -
Date Deposited:	16 May 2025 12:54
Last Modified:	16 May 2025 12:54
URI:	https://eprints.ums.edu.my/id/eprint/43769

Actions (login required)

View Item