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Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia

This study examined online persuasion through website design by using the Elaboration Likelihood Model (ELM) and Persuasive System Design (PSD). This study investigates the phenomenon of the success of Lazada and Shopee to provide guidelines for website designers and local sellers to enhance the e-c...

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Main Author: Loh, Yin Xia
Format: Thesis
Language:English
English
English
Published: 2021
Subjects:
HF5548.7-5548.85 Industrial psychology
Online Access:http://eprints.uthm.edu.my/1087/1/24p%20LOH%20YIN%20XIA.pdf
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spelling my.uthm.eprints.10872021-08-22T08:38:23Z http://eprints.uthm.edu.my/1087/ Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia Loh, Yin Xia HF5548.7-5548.85 Industrial psychology This study examined online persuasion through website design by using the Elaboration Likelihood Model (ELM) and Persuasive System Design (PSD). This study investigates the phenomenon of the success of Lazada and Shopee to provide guidelines for website designers and local sellers to enhance the e-commerce website’s persuasiveness. The persuasive design features in Lazada and Shopee e-commerce websites were evaluated based on the design criteria of the ELM and the PSD model. This study has examined (1) the influence of central route elements (Dialogue Support and Primary Task Support) towards Lazada and Shopee user s attitude change, (2) the influence of Lazada and Shopee user s attitude change towards behavioural intention and (3) the influence of Lazada and Shopee user s behavioural intention towards actual online buying behaviour. There are seven hypotheses proposed initially and tested through the online survey to achieve the research objectives. The relative’s differences between Generation X and Generation Y perception of e-commerce persuasiveness had been compared. The leading e-commerce platforms: Lazada and Shopee were selected as a case study. Overall, there were 432 respondents involved in this research where 73.2% from Gen Y and 26.8% from Gen X. The collected data were analysed using Partial Least Square Structural Equation Modelling (PLS-SEM) technique. The results from the analysis indicated that Primary task support through navigation design, (PTN) was found to be the most influential persuasive design criteria, followed by Social support through connectedness (SSC), and Dialogue support through argument quality (DSA). According to the results, H1, H2, H3, H4, H7 of the study were accepted. The findings indicated that there is no significant difference between Gen X and GenY except the influential of Credibility support through navigation design (CSN) element. CSN proved to be a strong predictor in Online Buying Attitude (ATT) among Gen X, which is in contrast with Gen Y. Lazada and Shopee should emphasise on the implementation of the liking design technique under DSA when targeting Gen X users. The tailoring design technique under PTN should be emphasised when targeting Gen Y users. Based on the study, it can be concluded that all objectives were achieved, and the validation of the collaborative model was done. 2021-02 Thesis NonPeerReviewed text en http://eprints.uthm.edu.my/1087/1/24p%20LOH%20YIN%20XIA.pdf text en http://eprints.uthm.edu.my/1087/2/LOH%20YIN%20XIA%20COPYRIGHT%20DECLARATION.pdf text en http://eprints.uthm.edu.my/1087/3/LOH%20YIN%20XIA%20WATERMARK.pdf Loh, Yin Xia (2021) Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia. Masters thesis, Universiti Tun Hussein Onn Malaysia.
institution Universiti Tun Hussein Onn Malaysia
building UTHM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tun Hussein Onn Malaysia
content_source UTHM Institutional Repository
url_provider http://eprints.uthm.edu.my/
language English
English
English
topic HF5548.7-5548.85 Industrial psychology
spellingShingle HF5548.7-5548.85 Industrial psychology
Loh, Yin Xia
Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia
description This study examined online persuasion through website design by using the Elaboration Likelihood Model (ELM) and Persuasive System Design (PSD). This study investigates the phenomenon of the success of Lazada and Shopee to provide guidelines for website designers and local sellers to enhance the e-commerce website’s persuasiveness. The persuasive design features in Lazada and Shopee e-commerce websites were evaluated based on the design criteria of the ELM and the PSD model. This study has examined (1) the influence of central route elements (Dialogue Support and Primary Task Support) towards Lazada and Shopee user s attitude change, (2) the influence of Lazada and Shopee user s attitude change towards behavioural intention and (3) the influence of Lazada and Shopee user s behavioural intention towards actual online buying behaviour. There are seven hypotheses proposed initially and tested through the online survey to achieve the research objectives. The relative’s differences between Generation X and Generation Y perception of e-commerce persuasiveness had been compared. The leading e-commerce platforms: Lazada and Shopee were selected as a case study. Overall, there were 432 respondents involved in this research where 73.2% from Gen Y and 26.8% from Gen X. The collected data were analysed using Partial Least Square Structural Equation Modelling (PLS-SEM) technique. The results from the analysis indicated that Primary task support through navigation design, (PTN) was found to be the most influential persuasive design criteria, followed by Social support through connectedness (SSC), and Dialogue support through argument quality (DSA). According to the results, H1, H2, H3, H4, H7 of the study were accepted. The findings indicated that there is no significant difference between Gen X and GenY except the influential of Credibility support through navigation design (CSN) element. CSN proved to be a strong predictor in Online Buying Attitude (ATT) among Gen X, which is in contrast with Gen Y. Lazada and Shopee should emphasise on the implementation of the liking design technique under DSA when targeting Gen X users. The tailoring design technique under PTN should be emphasised when targeting Gen Y users. Based on the study, it can be concluded that all objectives were achieved, and the validation of the collaborative model was done.
format Thesis
author Loh, Yin Xia
author_facet Loh, Yin Xia
author_sort Loh, Yin Xia
title Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia
title_short Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia
title_full Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia
title_fullStr Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia
title_full_unstemmed Using collaborative model to examine online persuasion through e-commerce website design: Comparative study between Gen X and Gen Y online shoppers in Malaysia
title_sort using collaborative model to examine online persuasion through e-commerce website design: comparative study between gen x and gen y online shoppers in malaysia
publishDate 2021
url http://eprints.uthm.edu.my/1087/1/24p%20LOH%20YIN%20XIA.pdf
http://eprints.uthm.edu.my/1087/2/LOH%20YIN%20XIA%20COPYRIGHT%20DECLARATION.pdf
http://eprints.uthm.edu.my/1087/3/LOH%20YIN%20XIA%20WATERMARK.pdf
http://eprints.uthm.edu.my/1087/
_version_ 1738580818004017152
score 13.211869

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