FACTORS OF PURCHASE INTENTION TOWARD SOCIAL COMMERCE AMONG YOUNG GENERATION IN MALAYSIA

Publication Date : 01/09/2020


Author(s) :

ANG ZI EN, NORMALA S GOVINDARAJO, KUMAR, D. M.


Volume/Issue :
Volume 5
,
Issue 3
(09 - 2020)



Abstract :

Social commerce is growing rapidly as a result of popularity of internet network. Many businesses are selling their products on social networking platforms and using the influence of social networking platforms to promote their products to all corners of the world. Besides, the development of logistics and supply chain is growth rapidly around the world. Hence, there is a business opportunity in social commerce. Next, the main objective on this research is to determine the factors that will influence purchase intention through social commerce by young generation in Malaysia and to examine do the variables have significant and positive relationship towards social commerce in Malaysia. The researcher had conducted convenience sampling and collected 160 respondents in Malaysia. Self-administered questionnaire comprises of two major sections was distributed to the respondents in 7- and 5-point Likert scale. Besides, the researcher used quantitative research method and deductive research approach to conduct the whole research. For result analysis, the researcher used different techniques to analyse the findings such as descriptive analysis, reliability analysis, normality analysis, regression analysis and validity analysis. After that, the researcher found that factors such as trust, perceived usefulness, and perceived ease of use, electronic word of mouth and subjective norm will influence youth consumers’ purchase intention significantly toward social commerce in Malaysia. Lastly, this research could help Malaysia government to predict the development on this sector, help online retailers to prevent the issues and maintain the online environment in a good position and match the preference of consumers, and help social commerce industry to have a better understanding on the consumers’ purchase intention.


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