Factors influencing consumer behavior in Malaysia E-commerce for online shopping
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...
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| Main Authors: | , , , , , , , , , , |
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| Format: | Article |
| Language: | en |
| Published: |
Scopus
2024
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/43769/1/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/43769/ https://doi.org/10.57239/PJLSS-2024-22.2.001164 |
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| Summary: | 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. |
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