Factors affecting consumer behaviour towards buying smartphone via online shopping websites in Kuala Lumpur, Malaysia

Khan, Huai Qian (2019) Factors affecting consumer behaviour towards buying smartphone via online shopping websites in Kuala Lumpur, Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The era of new technology, online shopping is the common activity that all the people will do and shop on it. Consumers can shop everything in online store such as electrical appliances, essential products, mobile and gadgets and more. With the change of the technology, consumer have changed their traditional shopping pattern to online shopping pattern, and this cause increasing of the seller to change their business online, from the chain store to small individual business. Smartphone is a common gadget that all of us are needed in this world, all the seller of smartphone will find their way to sell their smartphone and it has increased the amount of online seller. To stand out, it is useful for sellers to find out what factors affect consumer behaviour towards buying smartphone via online shopping websites. There were three objectives in the study: (1) to determine the factors that affecting the consumer behaviour towards buying smartphone via online shopping websites in Kuala Lumpur, Malaysia, (2) to analyse the relationship between factors that affect the consumer behaviour towards purchasing of smartphone via online shopping websites, and (3) to investigate the most influential factors affecting consumer behaviour towards buying smartphone via online shopping websites in Kuala Lumpur, Malaysia. Moreover, a survey was conducted to 150 respondents that stay in the Kuala Lumpur area which were Kuala Lumpur City Centre and Bukit Bintang. The replies have been analysed by means of frequency distribution, average and chart analysis. From the result, all the four factors such as convenience and save time, pricing, reference group and product selection were showed influence significantly to the dependent variable. Thus, convenience and save time is the most influential factor that affecting the consumer behaviour towards buying smartphone via online shopping websites.

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