A STUDY OF THE FACTORS INFLUENCING PURCHASING BEHAVIOUR OF ONLINE CONSUMERS IN KLANG VALLEY, MALAYSIA

##article.authors##

  • Subarna Sarangapani Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Shanjit Singh Ranjit Singh Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Amirtharaj Balasubramaniam Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Wan Suryana Wan Hasan Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Noorain binti Shaharuddin Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Kumaran Kanapathipillai Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

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https://doi.org/10.46827/ejefr.v7i1.1431

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perceived benefit##common.commaListSeparator## perceived risk##common.commaListSeparator## hedonic motivation##common.commaListSeparator## psychological dimensions##common.commaListSeparator## website design##common.commaListSeparator## online purchasing behaviour

##article.abstract##

This study aims to analyse and discuss the factors influencing purchasing behaviours of online consumers in Klang Valley, Malaysia. In the past few years, the world has been evolving at light speed, and consumers must keep up with this fast-paced development. The technological era has changed purchasing habits so much that consumers have turned to online shopping, and vendors have explored the digitalization of product search and sales. With the impact of the pandemic, the digital age has taken over the world at a glance more than ever before. Online shopping offers consumers convenience, ease, comfort, time savings, hassle-free delivery, better price options, vast vendors, and many other obvious benefits. Since consumers are no longer restricted to a particular location or time for their purchases, this study seeks to understand factors that affect customers' online purchasing behaviour in Klang Valley, Malaysia. This study focuses on five components: perceived benefits, perceived risks, hedonic motivation, website design, and psychological dimensions. These five components have been chosen as the independent variables, with online purchase behaviour as the dependent variable. For data collection, self-administered questionnaires were distributed through social media. A total of 387 responses were collected. Findings obtained from this study indicated that perceived benefits, perceived risks, hedonic motivation, and website design are significant for consumers' online purchasing behaviour. In contrast, this study discovered that psychological dimensions are insignificant to consumers' online purchasing behaviour.


JEL: A10, A12, A13

 

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##submission.authorBiographies##

  • ##submission.authorWithAffiliation##

    Subarna Sarangapai received her Bachelor of Business Administration (Hons.) Marketing from the Victoria University of Melbourne, Australia, in 2014. With over 11 years of experience in Marketing, seen diverse industries such as automotive, hospitality, oil & gas, education, and medical, and currently employed with the University of Southampton Malaysia as a Senior Marketing Executive. Her current research interests are sales, digitalization ventures, forex, marketing management, and organization management.

  • ##submission.authorWithAffiliation##

    Shanjit Singh Ranjit Singh graduated with his Bachelor of Business Administration (Hons.) Marketing from the Victoria University of Melbourne, Australia, in 2016. With over 7 years of experience in Sales & Marketing, currently employed with GoodHope Asia Holdings Company as a Senior Manager handling palm oil base products. He has been in the palm oil industry since 2017, from cooking oil base products to oleochemical products, animal feed, and speciality fat products. He is interested in researching marketing and sales-related areas. 

  • ##submission.authorWithAffiliation##

    Amirtharaj Balasubramaniam received his Diploma in Mechanical Engineering from Universiti Teknologi Malaysia in June 1996 and furthered his Class 1 Airlines Transport Pilots Licence from British Aerospace Flight Training Scotland in January 1998. He has been flying commercial airlines on various aircraft, including Boeing 737 and Boeing 747, for the past 25 years, covering all six continents. He is currently a Captain on the Airbus A330 fleet with Malaysia Airlines Berhad. His research interests are aviation, world history, economics, and stock markets. 

  • ##submission.authorWithAffiliation##

    Wan Suryana Wan Hasan completed her Diploma in Interior Design from Universiti Teknologi MARA Perak Branch (UiTM Seri Iskandar) in 2001, and she registered with the Interior Design Profession Body, Malaysian Institute of Interior Designers (MIID) in 2011. She has been in the construction industry with over 20 years of experience in Interior Design & Project Management. She owns a Umbut Studio Interior Design company at Sunway Kayangan, Shah Alam, Selangor. Umbut Studio Interior Design is a construction company specializing in Interior Design & Renovation Works, Project Management, Carpentry Works, Electrical Services, Plumbing Services, and Water Proofing Works. She started with a small project and was anchored by loyal employees dedicated to delivering professional service. Moreover, she loves to focus her research on contemporary sales and marketing.

  • ##submission.authorWithAffiliation##

    Noorain Shaharuddin obtained her Diploma in Business Administration from the MARA University of Technology in 2000. She is currently working as Manager - Group Human Capital (Recruitment) in IGB Berhad since 2014, a public limited company that is a property developer with a core business in retail, commercial, residential, construction, and hospitality. She has more than 18 years of working experience in the Human Resources field and a specialty in Talent Acquisition. Her main areas of interest and research are organisation management, digital marketing, and entrepreneurship. Presently, she is setting up a micro-enterprise launched in September 2022 called Cakofi, a food & beverage product.

  • ##submission.authorWithAffiliation##

    Kumaran Kanapathipillai holds a Ph.D. in Management/Business from the Management and Science University (Malaysia). He has been an academic and a researcher for 22 years in the areas of Management, Marketing, Supply Chain Management, and Logistics Management. He supervises and assesses Masters and Ph.D. candidates. He is a reviewer, editor, and editor-in-chief for some admired publishers. He also conducts entrepreneurship, creative problem-solving, and project management training in various industries. His main areas of interest and research are contemporary entrepreneurship, management, and marketing.

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2023-02-22

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##issue.vol## 7 ##issue.no## 1 (2023)

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