Factors Affecting Of Gen Y Impulse Buying On Online In Malaysia

Lim, Shu Ning (2017) Factors Affecting Of Gen Y Impulse Buying On Online In Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research was based by internet development on this era of globalization,this can support what people needs. Today,the World Wide Web (www) technology successfully used to help people in the way to market their products. Many corporate,either large or small use the internet technology to enhance their selling and gain interest. From now,relationship between manufactures to the customer had no shelter any longer.The developer of internet technology establishes the situation which will make the competition in many entrepreneurs increasingly strict.It happens not only in our country Malaysia but also globally.The consumer behavior of Malaysia people is distinct.Most of Malaysian spend their money online and do the impulse buying while shopping.This research was conducted to who ever made a buying online in Malaysia. This research targeted to inspect the hedonic shopping motive,external factor,individual internal factor and trust affect impulse buying in online purchases.The data was collected using questionnaire of 300 respondents by purposive sampling,which aimed to determine the response of respondents to each variable.

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