FACTORS INFLUENCING CONSUMERS’ ONLINE PURCHASE INTENTION IN SOCIAL COMMERCE AMONG MILLENNIALS IN MALAYSIA

Publication Date : 01/05/2019


Author(s) :

CHO KAH ZHENG, Berjaya University College, Malaysia.


Volume/Issue :
Volume 4
,
Issue 2
(05 - 2019)



Abstract :

People’s confidence is gradually decreasing towards the consumers’ online purchase intention in social commerce. This is because there is more and more fraud occurring in social network and lead to people do not trust anymore on online purchase. This study aims to determine the three factors that will influence the consumers’ online purchase among millennials in social commerce in Malaysia, which include trust, perceived ease of use and perceived usefulness. Quantitative research is adopted in this study by distributing questionnaire to 387 respondents. In this research, SPSS is used for the analysis of the data collected. The analysis that included descriptive analysis, normality test, reliability test, correlation analysis and regression analysis. The descriptive analysis was to analyse the respondents’ information. Normality test and reliability test were conducted to ensure the data are normally distributed and reliable. Correlation analysis and regression analysis were to determine the relationship between the dependent variable and independent variable, as well as the impact of the independent variables on the dependent variable. The result of this research was the factors of trust, perceived ease of use and perceived usefulness have a significant influence on consumers’ online purchase intention.


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