Factors That Influence Consumers Online Purchase Intention

Sapuan, Fatin Norazian (2019) Factors That Influence Consumers Online Purchase Intention. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

Text (24 Pages) Factors That Influence Consumers Online Purchase Intention.pdf - Submitted Version Download (411kB)

Abstract

In present, all businesses are conducting their business on the internet. This is due to the trend in which all of the things are going online, where online shopping becomes common and people who are involves as a buyer and seller are include young people of different age. The consumers purchasing pattern change at a rapid rate. As consumer behaviour differs when it comes to the price, product, quality, status, age of customer and others. The involvement of youth in online shopping, it makes the marketers difficult to have an expectation on them, as the younger generation is the most complicated group to understand. This is because the younger generation nowadays is mostly followed the trend in fashion and taste in line of the time changing. Thus, this shows that the youngest generation preference and taste affect the buying pattern. Therefore, the sellers or marketer should find out what factors influence online purchase intention among youth as it is very useful. Therefore, this research was conducted in which there were three objectives in this study: (1) to identify what is the prevalence of consumer online purchase intention.(2) the relationship between the factors (Consumer trust, Information satisfaction, and Internet Shopping satisfaction) with the consumer online purchase intention of the youth. (3) to examine the factor that has the biggest influence on the consumer online purchase intention among youth. The researcher had distributed the questionnaire form to target respondent which consist of 375 respondents. Then the data were collected and have been analyse by using SPSS software. The results show that the majority respondent agrees that online purchase intention among youth will affect by various factors, there are also shown that the significant positive relationship between all factors which are consumer trust, information satisfaction and internet shopping experience with online purchase intention among youth and internet shopping experienced is the most influenced factor to the online purchase intention of youth since it has the highest number of beta

Actions (login required)

View Item