A study of factors influence customer’s purchase intention in online specialty goods

Binti Nazri, Nurul Natasya (2023) A study of factors influence customer’s purchase intention in online specialty goods. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to report on research that has been carried out with the objective of determining the elements that influence customer’s intentions to make a decision to purchase online specialty goods. In particular, this study is looking at the factors that influence customer’s purchase intentions. A survey related to the investigation was sent using a quantitative method to a total of 155 students at Universiti Teknikal Malaysia Melaka (UTeM) who will be randomly selected. As a result of this data, it can be concluded that there is a good and positive relationship between store image, service quality, and electronic word of mouth (E-WOM). As a result, elements such as the image of the store, the quality of the service it provides, and E-WOM may have a great influence on customers' purchase intentions. The findings of this study are limited due to the short period of time and the fact that they only consider a limited number of behaviors related to the decision to purchase a particular product. Therefore, the conclusions drawn from this study are not as robust as they might be. Apart from that, only UTeM students are eligible to participate in this study as respondents. Accordingly, research will be conducted in a short period of time to resolve the research gap in customers' purchase intention decisions for online specialty goods in Malacca. Research needs have been identified.

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