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Do women buy online impulsively more often out of enjoyment and risk tolerance?

The rapid growth of technology advancement in Malaysia enabled Malaysian consumers to browse and purchase products or services from online stores. Consequently, the shopping trend has been changing significantly from the physical store to online stores. Therefore, it is important to identify the det...

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Main Authors: Baskaran, Shathees, Tai, Mee Yuen, Mahmood, Zawiyah, Mahadi, Nomahaza, Dalayga, Bathmavathy
Format: Article
Published: Human Resource Management Academic Research Society 2019
Subjects:
HB Economic Theory
Online Access:http://eprints.utm.my/id/eprint/89689/
http://dx.doi.org/10.6007/IJARBSS/v9-i7/6094
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spelling my.utm.896892021-02-22T06:00:35Z http://eprints.utm.my/id/eprint/89689/ Do women buy online impulsively more often out of enjoyment and risk tolerance? Baskaran, Shathees Tai, Mee Yuen Mahmood, Zawiyah Mahadi, Nomahaza Dalayga, Bathmavathy HB Economic Theory The rapid growth of technology advancement in Malaysia enabled Malaysian consumers to browse and purchase products or services from online stores. Consequently, the shopping trend has been changing significantly from the physical store to online stores. Therefore, it is important to identify the determinants of the consumers online purchase intention. The objective of this research is to examine the relationship between impulsive buying tendency and perceived risk towards online purchase intention among Malaysian women. In order to investigate this relationship further, the mediating effect of shopping enjoyment was examined on the relationship between impulsive buying tendency and perceived risk towards online purchase intention among women online buyers inMalaysia. The study employed an online survey among women in Malaysia and the data was analyzed with SPSS. The results indicated that only impulsive buying tendency to be significant while the perceived risk was insignificant. Additionally, a partial mediation of shopping enjoyment was found between impulsive buying tendency and online purchase intention only and the same for perceived risk was unable to be retained. This findings have further supported the Theory of Planned Behaviour which claim that human will analyze the available information on hand and make a logical, reasoned decision to engage in specific behaviors. In this study, it was proven that consumers will make an impulsive purchase with the stimulation effect of shopping enjoyment. The research also discussed theoretical and managerial implications and ended with suggestions for future research. Human Resource Management Academic Research Society 2019 Article PeerReviewed Baskaran, Shathees and Tai, Mee Yuen and Mahmood, Zawiyah and Mahadi, Nomahaza and Dalayga, Bathmavathy (2019) Do women buy online impulsively more often out of enjoyment and risk tolerance? International Journal of Academic Research in Business and Social Sciences, 9 (7). pp. 88-107. ISSN 2222-6990 http://dx.doi.org/10.6007/IJARBSS/v9-i7/6094
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Baskaran, Shathees
Tai, Mee Yuen
Mahmood, Zawiyah
Mahadi, Nomahaza
Dalayga, Bathmavathy
Do women buy online impulsively more often out of enjoyment and risk tolerance?
description The rapid growth of technology advancement in Malaysia enabled Malaysian consumers to browse and purchase products or services from online stores. Consequently, the shopping trend has been changing significantly from the physical store to online stores. Therefore, it is important to identify the determinants of the consumers online purchase intention. The objective of this research is to examine the relationship between impulsive buying tendency and perceived risk towards online purchase intention among Malaysian women. In order to investigate this relationship further, the mediating effect of shopping enjoyment was examined on the relationship between impulsive buying tendency and perceived risk towards online purchase intention among women online buyers inMalaysia. The study employed an online survey among women in Malaysia and the data was analyzed with SPSS. The results indicated that only impulsive buying tendency to be significant while the perceived risk was insignificant. Additionally, a partial mediation of shopping enjoyment was found between impulsive buying tendency and online purchase intention only and the same for perceived risk was unable to be retained. This findings have further supported the Theory of Planned Behaviour which claim that human will analyze the available information on hand and make a logical, reasoned decision to engage in specific behaviors. In this study, it was proven that consumers will make an impulsive purchase with the stimulation effect of shopping enjoyment. The research also discussed theoretical and managerial implications and ended with suggestions for future research.
format Article
author Baskaran, Shathees
Tai, Mee Yuen
Mahmood, Zawiyah
Mahadi, Nomahaza
Dalayga, Bathmavathy
author_facet Baskaran, Shathees
Tai, Mee Yuen
Mahmood, Zawiyah
Mahadi, Nomahaza
Dalayga, Bathmavathy
author_sort Baskaran, Shathees
title Do women buy online impulsively more often out of enjoyment and risk tolerance?
title_short Do women buy online impulsively more often out of enjoyment and risk tolerance?
title_full Do women buy online impulsively more often out of enjoyment and risk tolerance?
title_fullStr Do women buy online impulsively more often out of enjoyment and risk tolerance?
title_full_unstemmed Do women buy online impulsively more often out of enjoyment and risk tolerance?
title_sort do women buy online impulsively more often out of enjoyment and risk tolerance?
publisher Human Resource Management Academic Research Society
publishDate 2019
url http://eprints.utm.my/id/eprint/89689/
http://dx.doi.org/10.6007/IJARBSS/v9-i7/6094
_version_ 1692991812951605248
score 13.211869

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