A Study Of E-Shopping Intention In Malaysia: The Influence Of Generation X & Y

Shaheen, Mansori and Cheng, Boon Liat and Lee, Hui Shan (2012) A Study Of E-Shopping Intention In Malaysia: The Influence Of Generation X & Y. Australian Journal of Basic and Applied Sciences, 6 (8). pp. 28-35. ISSN 1991-8178


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Developments in the commercial sector, coupled with the increasing popularity of the Internet in recent years, have made Malaysian companies more aware of the importance of E-business in gaining a competitive edge in the global market. Therefore, a better understanding of the factors that influence online shopping intention would help in planning better marketing strategies in targeted segments. In this study, five variables on online shopping intention were selected, namely perceived benefits, website characteristics, perceived risks, perceived pricing as well as product and service attributes. Findings from 200 respondents of Generation X and Y showed that four factors significantly influenced online shopping intention. The one exception was product and service attributes. The generation gap was found to have a moderating effect on the relationships between perceived benefit, website characteristics, and online shopping intention.

Item Type: Article
Uncontrolled Keywords: Online shopping intention, consumer behaviour, Generation X, Generation Y
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business, Communications & Law
Depositing User: Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited: 23 Oct 2018 03:54
Last Modified: 23 Oct 2018 03:54
URI: http://eprints.intimal.edu.my/id/eprint/1212

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