Factors Affecting Consumers’ Online Purchase Intention During COVID-19 in Malaysia

Nur Atikah Nadiah Anuar ,
Abdul Kadir Othman ORCiD

Abstract

The COVID-19 pandemic has made certain activities interrupted, including the shopping habit of consumers in Malaysia, from physical shopping to internet shopping. The Internet has created unlimited opportunities in several sectors, especially in the retail business. Different generations have different perspectives and issues regarding internet buying. Thus, this study seeks to investigate the extent of the factors of perceived usefulness, perceived ease of use, perceived price, perceived convenience, and perceived trust influence consumers’ online purchase intention in Malaysia, looking into the function of generational differences. An exploratory study design was adopted, and convenience sampling was employed for the sampling procedure. An online survey was distributed to 385 respondents. The hypothesis and relationship between variables were tested using multiple regression analysis. The results show that all independent variables except price are significant to influence online purchase intention. Furthermore, generational differences (Millennials) pose some influence on consumers’ online purchase intention. The findings of the present study contribute valuable input to the existing knowledge and practices.

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About this article

Publication Date

06 May 2024

Article Doi

https://doi.org/10.15405/epsbs.2024.05.55

eBook ISBN

978-1-80296-132-4

Publisher

European Publisher

Volume

133

Print ISBN (optional)

-

Edition Number

1st Edition

Pages

1-1110

Subjects

Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship

Cite this article as:

Anuar, N. A. N., & Othman, A. K. (2024). Factors Affecting Consumers’ Online Purchase Intention During COVID-19 in Malaysia. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 663-681). European Publisher. https://doi.org/10.15405/epsbs.2024.05.55

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