Factors influencing online shopping behaviour of youth customers in Malaysia after Covid-19 pandemic
DOI:
https://doi.org/10.24200/jonus.vol9iss1pp193-223Abstract
Background and Purpose: The Movement Control Order (MCO) requires a higher demand for online services. In light of recent events in the business environment, it is becoming challenging to ignore online channels, including online shopping platforms. The current study investigates the impact of customer satisfaction, convenience, social media influence, and websites on online shopping behaviour.
Methodology: Two hundred respondents were selected based on the convenience sample. Online questionnaires were distributed to young Kota Kinabalu, Sabah, Malaysia customers. This case study was conducted after the COVID-19 pandemic in the region. Harman's Single Factor Test, Validity test, and Partial Least Square Structural Equation Model were used to validate the model of this study and the relationship between constructs.
Findings: The results reveal that customer satisfaction, convenience, and social media influence are significantly related to the online shopping behaviour of youth in Malaysia after the Covid-19 pandemic. Furthermore, the relationship between customer satisfaction and online shopping behaviour is higher than that between other factors in this study model.
Contributions: This study enhances the theoretical understanding of online shopping behaviour among Malaysian youth consumers. From a practical perspective, it highlights the importance of leveraging e-commerce platforms to optimise customer satisfaction and foster trust in online shopping services.
Keywords: Convenience, customer satisfaction, online shopping behaviour, youth customers, social media influence.
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Choi, D., Chung, C. Y., & Young, J. (2019). Sustainable online shopping logistics for customer satisfaction and repeat purchasing behaviour: Evidence from China. Sustainability, 11(20), 1-20.
Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the unified theory of acceptance and use of technology. Computers in
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Edward, M., George, B. P., & Sarkar, S. K. (2010). The impact of switching costs upon the service quality–perceived value–customer satisfaction–service loyalty chain: A study in the context of cellular services in India. Services Marketing
Quarterly, 31(2), 151-173.
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Felicita Davis, M. B. (2021). Trust and product as moderators in online shopping behaviour: Evidence from India. South Asian Journal of Marketing, 2(1), 28-50.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Ghorbanian, P., Yavari, Z., & Shafiee, M. M. (2016). Analysis of retailer equity based on selected store image dimensions (Case study: Refah, CityCenter (HyperStar) & Kowsar stores). New Marketing Research Journal, 5(3), 143-160.
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Han, Y., Rong, Z., & Bin, L. (2018). Analysis on consumers’ purchase and shopping well-being in online shopping carnivals with two motivational dimensions. Sustainability, 10(12), 1-18.
Hansen, T. (2008). Consumer values, the theory of planned behaviour and online grocery shopping. International Journal of Consumer Studies, 32(2), 128–137.
Hasanov, J., & Khalid, H. (2015). The impact of website quality on online purchase intention of organic food in Malaysia: A WebQual model approach. Procedia Computer Science, 72(1), 382-389.
Hillman, S., & Neustaedter, C. (2017). Trust and mobile commerce in North America. Computers in Human Behaviour, 70(1), 10-21.
Huang, J., Baptista, J., & Newell, S. (2015). Communicational ambidexterity as a new capability to manage social media communication within organizations. The Journal of Strategic Information Systems, 24(2), 49-64.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
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2024-02-29
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Factors influencing online shopping behaviour of youth customers in Malaysia after Covid-19 pandemic. (2024). Journal of Nusantara Studies (JONUS), 9(1), 193-223. https://doi.org/10.24200/jonus.vol9iss1pp193-223
