Factors That Influencing Consumer Purchasing Behaviour Among Youth's Generation In Malacca

Fatin Nur Izzati, Ab. Rahman (2015) Factors That Influencing Consumer Purchasing Behaviour Among Youth's Generation In Malacca. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, with the rapid development of Internet technology, online shopping is becoming common and even inevitable among young people in different age. Consumers choose online shopping which is another shopping channel that is more convenient and express than the traditional shopping pattern, and these also attracts more and more people sell products online, from chain store to small individual business .Due to the increasing amount of online sellers, the competition among sellers on the internet will become more and more intense. To stand out, it is useful for sellers to find out what factors affect a potential consumer’s purchasing behaviour of online shopping. Consumer behaviour study how consumers choose between products or services when facing more than one alternative. There were two objectives in this study: (1) to investigate the factors influencing online shopping among youth’s, (2) To find out to extent the factor influencing youth’s to purchase online. To this end, a survey was conducted and the 150 questionnaires were distributed among the youth of different universities and the general public in Malacca. The replies have been analysed by means of frequency distribution, average and chart analysis. From the results of the survey, convenience and save time is significant influence and have moderate positive correlation with consumers’ online purchase behaviour. While the three factors including price, trust and website based, are no significant to affect the consumers’ online purchase behaviour in Malacca. Thus, it is suggested that online sellers should pay more attention to attract online consumers and increase their trust towards online stores.

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