Factors That Influencing Online Purchasing Using Social Media Among Generation Y In Melaka

Hashim, Nur Azilah (2017) Factors That Influencing Online Purchasing Using Social Media Among Generation Y In Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The objective of this study was to examine the factors that influencing online purchasing using social media among generation Y in Melaka.Hence,this study was conducted among the population of generation Y which familiar to the use of internet and online purchasing. Thus,most of the respondents are among student and working people as they must be familiar with the use of internet and get more exposure towards social media according to their daily activity as to complete the assignments and search for information from the internet and social media.Researcher used 300 respondents to complete the questionnaires of this research.This research study was done through the survey question.The data was gathered by the quantitative method which researcher had distributed the questionnaires to the respondents.Researcher had constructed 30 items of questions related to the independents variables(perceived usefulness,perceived ease of us,perceived enjoyment, trust,perceived risk) and the dependent variable (online purchasing using social media) of this research.Then, researcher had used Pearson Correlation Analysis and Multiple Regression Analysis.Through these analysis, researcher had identified the factors that influencing online purchasing using social media and the most critical factors that influencing online purchasing using social media among generation Y in Melaka.The finding of this research indicate the perceived usefulness,perceived ease of use,perceived enjoyment,trust and perceived risk as the significant factors influencing online purchasing using social media and perceived usefulness as the most critical factor that influencing online purchasing using social media among generation Y in Melaka.

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