e-Shopping Behavior: An Empirical Study of Malaysian Consumers
Abstract
Malaysia's e-commerce industry has grown tremendously, and many activities have been made online. One of the most common activities is online shopping or e-shopping. Online shopping behavior is the actions and decisions of customers when making purchases and completing transactions through Internet-based platforms. Consumer preference for online shopping is because it offers ease of buying or convenience, time-saving, price sensitive, anywhere-anytime, cost-effective, and other categories availability. Thus, this study investigated a few factors that affect Malaysian consumers' online purchase behavior: information availability, social influence, and trust. The researcher used an online survey and a self-administered questionnaire to gather data on the phenomenon. Data were collected from 297 Malaysian respondents using convenience sampling and analyzed using IBM Statistical Package for the Social Sciences (SPSS) 26.0 version software. The results revealed that all independent variables (information availability, social influence, trust) had a significant positive relationship with the dependent variable (online shopping behavior). This study also proved that information availability was the most influential factor compared to other variables. It is hoped that this study will benefit Malaysian marketers as it focuses on the Malaysian context. This finding will also help e-retailers enhance their online sales by creating a strategy that could attract more customers as a concern for building profitable relationships.
Downloads
References
Al Hamli, S. S., & Sobaih, A E. (2023). Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic. Journal of Risk and Financial Management, 16: 36. https://doi.org/10.3390/ jrfm16010036 DOI: https://doi.org/10.3390/jrfm16010036
Al-Tit, A. (2020). E-commerce Drivers and Barriers and Their Impact on e-customer Loyalty in Small and Medium-sized Enterprises (SMEs). Verslas: Teorija Ir praktika/Business: Theory and Practice, 21(1), 146–157. https://doi.org/10.3846/btp.2020.11612 DOI: https://doi.org/10.3846/btp.2020.11612
Cyr, D. (2008). Modeling Website Design Across Cultures: Relationships to Trust, Satisfaction, and e-Loyalty. Journal of Management Information Systems, 24(4), 47–72. https://doi.org/10.2753/MIS0742-1222240402 DOI: https://doi.org/10.2753/MIS0742-1222240402
Daroch, B., Nagrath, G. & Gupta, A. (2021). A Study on Factors Limiting Online Shopping Behavior of Consumers. Rajagiri Management Journal, Vol. 15 No. 1, pp. 39-52. https://doi.org/10.1108/RAMJ-07-2020-0038 DOI: https://doi.org/10.1108/RAMJ-07-2020-0038
Davis, F., & Gnanasekar, M. B. F. (2021). Trust and Product as Moderators in Online Shopping Behavior: Evidence from India. South Asian Journal of Marketing, 2(1), 28–50. https://doi.org/10.1108/sajm-02-2021-0017. DOI: https://doi.org/10.1108/SAJM-02-2021-0017
Goforth, C. (2015). Using and Interpreting Cronbach’s Alpha. Retrieved 16 November 2015, from http://data.library.virginia.edu/using-and-interpreting-cronbachs-alpha
Gulfraz, B. M., Sufyan, M., Mustak, M., Salminen, J. & Srivastava, K. D. (2022). Understanding the Impact of Online Customers’ Shopping Experience on Online Impulsive Buying: A Study on Two Leading E-commerce Platforms. Journal of Retailing and Consumer Services, 68, 103000, ISSN 0969-6989, https://doi.org/10.1016/j.jretconser.2022.103000. DOI: https://doi.org/10.1016/j.jretconser.2022.103000
Guo X., Ling K.C., Liu, M. (2012). Evaluating Factors Influencing Customer Satisfaction Towards Online Shopping in China. Asian Social Science, 8(13) (2012), 40-50. DOI: https://doi.org/10.5539/ass.v8n13p40
Gusti, N. A., Fitriansyah, F., Dadang, L. & Rizky, Y (2023). The Impact of Social Media on Online Shopping Behavior of Gen Z Consumers in Time of Covid-19 Pandemic; The Moderating Role of Celebrity Endorsements. Wseas Transactions on Business and Economics, DOI: 10.37394/23207.2024.21.24 DOI: https://doi.org/10.37394/23207.2024.21.24
Hoh, K. S. (2020). Malaysians lose RM100,000 a day to online shopping cheats. Retrieved from The Sun Daily News Website: https://www.thesundaily.my/local/malaysians-lose-rm100000-a-day-to-online-shopping-che ats-LJ5847951
Hulland, J., Han, B. & Keith, M. S. (2017). Marketing Survey Research Best Practices: Evidence and Recommendations from a Review of JAMS articles. Journal of Academic Marketing Science, DOI 10.1007/s11747-017-0532-y. DOI: https://doi.org/10.1007/s11747-017-0532-y
Ismail, K., Tin, J. W. C., & Chan, J. P. M. (2020). The Mediating Role of Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty. Management And Accounting Review, 20(3). DOI: https://doi.org/10.24191/MAR.V20i03-08
Junhan, L. (2023). Factors Influencing Individuals’ Online Shopping Behavior: A System Review. Journal of Education, Humanities and Social Sciences, 8. DOI: https://doi.org/10.54097/ehss.v8i.4478
Kushmaharani, A. S. & Halim, R. E. (2020), Social Influence and Online Impulse Buying of Indonesian Indie Cosmetic Products. A Journal Iimiah Manjemen, 2(10), 237-248. DOI: https://doi.org/10.22441/mix.2020.v10i2.007
Manandhar, R. B., & Timilsina, J. (2023). Online Shopping and Customer Satisfaction in College–level Students in Kathmandu Valley. Journal of Business and Management, 7(02), 76-88. DOI: https://doi.org/10.3126/jbm.v7i02.62588
Mustafa, I. E. (2011). Determinants of e-Commerce Customer Satisfaction, Trust, and Loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78-93.
Naseri, N. R. (2021). Issues and Challenges of Online Shopping Activities on the Impact of Corona Pandemic: A Study on Malaysia Retail Industry. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7682-7686. DOI: https://doi.org/10.17762/turcomat.v12i10.5680
Nathan, R. J., Soekmawati, Victor, V., Popp, J., Fekete-Farkas, M., & Oláh, J. (2021). Food Innovation Adoption and Organic Food Consumerism- A Cross-National Study between Malaysia and Hungary. Foods, 10(2), 1–21. DOI: https://doi.org/10.3390/foods10020363
Novialeta, N., & Slamet, M. R. (2021). The Effect of Security, Information Availability, Delivery, Quality, Price and Time on Online Shopping Consumer Satisfaction. Icaess, 5–11. https://doi.org/10.5220/0010353500050011 DOI: https://doi.org/10.5220/0010353500050011
Park, C., & Kim, Y. (2003). Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context. International Journal of Retail & Distribution Management, 31(1), 16–29. https://doi.org/10.1108/ 09590550310457818 DOI: https://doi.org/10.1108/09590550310457818
Regitha, S. M., Tumbuan, W. J. F. A., & Pandowo, M. H. C. (2021). Determinants of Online Shopping Behavior Case Study: Students of Faculty of Economics and Business. IBA Unsrat. Journal EMBA, 9(4), 543–551.
Ru, L. J., Kowang, T. O., Long, C. S., Fun, F. S., & Fei, G. C. (2021). Factors Influencing Online Purchase Intention of Shopee’s Consumers in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(1), 761–776 DOI: https://doi.org/10.6007/IJARBSS/v11-i1/8577
Sabiote, C. M., Frías, D. M., & Castañeda, J. A. (2012). E-service Quality as Antecedent to e-Satisfaction: The Moderating Effect of Culture. Online Information Review, 36(2), 157–174. https://doi.org/10.1108/ 14684521211229011 DOI: https://doi.org/10.1108/14684521211229011
Shazadi, T. (2023). Factors Affecting Consumer Satisfaction and Customer Loyalty in Online Shopping. RADS Journal of Business Management, 5(1).
Statista Research Department, Jan 29, 2024, https://blog.commissionfactory.com/ecommerce-marketing/malaysia-ecommerce-statistics
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An Initial Examination. Journal of Retailing, 76(3), 309–322. https://doi.org/10.1016/S0022-4359(00)00035-X. DOI: https://doi.org/10.1016/S0022-4359(00)00035-X
Taherdoost, H. (2016). Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. International Journal of Academic Research in Management (IJARM)Vol. 5, No. 2, 2016, Page: 18-27, ISSN: 2296-1747.
Tarhini, A., Alalwan, A. A., Al-Qirim, N., Algharabat, R. & Masa’deh, R. (2018). An Analysis of the Factors Influencing the Adoption of Online Shopping. International Journal of Technology Diffusion,9(3). DOI: https://doi.org/10.4018/IJTD.2018070105
Tavakol, M. & Dennick, R. (2011). Making Sense of Cronbach’s alpha. International Journal of Medical Education. 2011; 2:53-55, ISSN: 2042-6372DOI: 10.5116/ijme.4dfb.8dfd. DOI: https://doi.org/10.5116/ijme.4dfb.8dfd
Tzeng, S., Ertz, M., Jo, M. J., & Sarigollu, E. (2020). Factors Affecting Customer Satisfaction on Online Shopping Holiday. Marketing Intelligence & Planning, 39(4). https://doi.org/10.1108/MIP-08-2020-0346 DOI: https://doi.org/10.1108/MIP-08-2020-0346
Vaibhav, C., Sharma, A. & Yadav, M. (2024). Exploring the Impact of Trust, Social Influence, and Peer Recommendation on Buying Behavior in Online Shopping: A Structural Equation Modeling Approach. Educational Administration: Theory and Practice, 30(4),466-476, Doi: 10.53555/kuey.v30i4.1491
Wang, M. C., Wang, E. S., Cheng, J. M., & Chen, A. F. (2009). Information Quality, Online Community and Trust: A Study of Antecedents to Shoppers’ Website Loyalty. International Journal of Electronic Marketing and Retailing, 29(3), 203–219. doi:10.1504/ IJEMR.2009.021806 DOI: https://doi.org/10.1504/IJEMR.2009.021806
Waqas, M., Rafiq, S. & Wu, J. (2023). Online Shopping: A Systematic Review of Customers’ Perceived Benefits and Challenges During COVID-19 Pandemic. Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-04-2023-0129 DOI: https://doi.org/10.1108/GKMC-04-2023-0129
Wong, X. A., Wong, Y. H., Xiang, M., &Xiao, H. X. (2024). Factors Influencing Customers' Online Shopping Behavior: A Study of an e-Commerce in Malaysia. International Journal of Tourism & Hospitality in Asia Pacific, 7(1), 71-87 DOI: https://doi.org/10.32535/ijthap.v7i1.2913
Copyright (c) 2024 Syaza Nabilah Kamal Baharin, Najdah Binti Abd Aziz, Syahrul Hezrin Mahmud
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of a revised paper in the light of suggestions of the reviewers, editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.