Are You an E-consumer? A Case Study on Finding Factors Impacting Consumers' Purchase Behaviour and Their Willingness to Pay on Average on E-Commerce Platforms in Malaysia

Nur Syafiqah Binti Mohamed Saleh; Nur Syifa` Binti Rosli; Nur Syafiqah Binti Halimi; Nur Syaida Ilyana Binti Badrul Hisham; Ankita Lahanu Gangurde

doi:10.32535/ijafap.v6i2.1874

Are You an E-consumer? A Case Study on Finding Factors Impacting Consumers' Purchase Behaviour and Their Willingness to Pay on Average on E-Commerce Platforms in Malaysia

Nur Syafiqah Binti Mohamed Saleh, Nur Syifa` Binti Rosli, Nur Syafiqah Binti Halimi, Nur Syaida Ilyana Binti Badrul Hisham, Ankita Lahanu Gangurde

Abstract

Online shopping has become phenomenal in this modern day. Moreover, the world was hit by the enormous Covid-19 pandemic. In the third quarter of 2021, e-commerce platform growth soared up to 17.1% and elevated our country’s GDP. People have become more comfortable buying things through the e-commerce platform than physically buying. These platforms unintentionally affect e-consumer behaviour. This research aims to study consumer behaviour on how much money a person spends on average on e-commerce platforms, mainly for online shopping. A total of 150 consumers were surveyed via Google form. The findings show that consumer purchase behaviour is directly related to price, customer satisfaction with their buying experience and information quality. Consumers are not affected by the convenience variable as profoundly as by other variables tested in this study. The collected data may be inaccurate because the investigation is tested on a survey.

Keywords

Convenience; Customer Satisfaction; Information Quality; Price; Purchase Behaviour

Full Text:

PDF

References

Abdul Hamid, N. A., Cheun, C. H., Abdullah, N. H., Ahmad, M. F., & Ngadiman, Y. (2019). Does persuasive E-commerce website influence users’ acceptance and online buying behaviour? The findings of the largest E-commerce website in Malaysia. ICT for a Better Life and a Better World: The Impact of Information and Communication Technologies on Organizations and Society, 30, 263-279. doi:10.1007/978-3-030-10737-6_17

Alam, S. S., Bakar, Z., Ismail, H. B., & Ahsan, M. (2008). Young consumers online shopping: An empirical study. Retrieved from https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=d55c48c2156beedbd65f8794843cdc47c60e7b76

Amoroso, D., & Hunsinger, D. S. (2009). Analysis of the factors that influence online purchasing. Journal of Information Systems Applied Research, 2(1), 3-16.

Brassington, F., & Pettitt, S. (2006). Principles of marketing. London: Pearson Education.

Ghasemaghaei, M., & Hassanein, K. (2013). Consumers' satisfaction with online information quality: The moderating roles of consumer decision-making style, gender and product involvement. Retrieved from https://core.ac.uk/download/pdf/301360898.pdf

Harn, A. C. P., Khatibi, A., & Ismail, H. B. (2006). E-Commerce: A study on online shopping in Malaysia. Journal of Social Sciences, 13(3), 231-242. doi:10.1080/09718923.2006.11892554

Huo, C., Hameed, J., Sadiq, M. W., Albasher, G., & Alqahtani, W. (2021). Tourism, environment and hotel management: An innovative perspective to address modern trends in contemporary tourism management. Business Process Management Journal, 27(7), 2161-2180. doi:10.1108/Bpmj-12-2020-0543

Jansen, D., & Warrren, K. (2020). What (Exactly) Is Research Methodology? Retrieved from https://gradcoach.com/what-is-research-methodology/

Jusoh, Z. M., & Ling, G. H. (2012). Factors influencing consumers’ attitude towards e-commerce purchases through online shopping. International Journal of Humanities and Social Science, 2(4), 223-230.

Kee, D. M. H., Al-anesi, M., Chandran, S., Elanggovan, H., Nagendran, B., & Mariappan, S. (2021). COVID-19 as a double-edged sword: The perfect opportunity for GrabFood to optimize its performance. Journal of the Community Development in Asia (JCDA), 4(1), 53-65. doi:10.32535/jcda.v4i1.998

Khristianto, W., & Suyadi, I. (2012). The influence of information, system, and service on customer satisfaction and loyalty in online shopping of Forum Jual Beli Kaskus. Us, Malang Region. International Journal Of Academic Research, 4(2).

Kotler, P. (2003). Marketing management (11th ed.). New Jersey: Pearson Education Upper Saddle River.

Larsen, N. M., Sigurdsson, V., & Breivik, J. (2017). The use of observational technology to study in-store behavior: Consumer choice, video surveillance, and retail analytics. The Behavior Analyst, 40, 343-371. doi:10.1007/s40614-017-0121-x

Ministry of Finance. (2021). SME Digitalisation Grant Scheme. Retrieved from https://belanjawan2021.treasury.gov.my/manfaat/index.php/en/sme-digi-en

Park, C., & Kim, Y. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16-29. doi:10.1108/09590550310457818

Sadiq, M. W., Hameed, J., Abdullah, M. I., & Noman, S. M. (2020). Service innovations in social media & blogging websites: enhancing customer’s psychological engagement towards online environment friendly products. Revista Argentina de Clínica Psicológica, 29(4), 677-696.

Samsudin, J., & Ahmad, S. (2014). Online shopping perception among Malaysian professionals. Journal of Technology Management and Business, 1(2), 65-72.

Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International journal of research in marketing, 16(3), 237-251. doi:10.1016/S0167-8116(99)00013-0

Swilley, E., & Goldsmith, R. E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of retailing and consumer services, 20(1), 43-50. doi:10.1016/j.jretconser.2012.10.003

Vase.ai, (2017). Online shopping trends in Malaysia. Retrieved from https://vase.ai/resources/2017onlineshoppingtrends/

DOI: https://doi.org/10.32535/ijafap.v6i2.1874