ISSN: 2222-6990
Open access
The growing usage of internet and online shopping in Klang Valley Malaysia presents a huge prospect in e-commerce market, especially online shopping. Among all generation, Generation Y is most active in online purchase when compared to other generations. With the help of technology, the choices of consumers have dramatically increased and having access to information through internet makes it easier to make purchasing decisions. The factors that are believed to influence generation y’s purchase intention fall into three main categories which are e-satisfaction, brand involvement and technology. The target respondents in the study were aged between 18-36 years old. This study employed a quantitative method and an average of 403 self-administrated questionnaire was distributed through online channel. As a result, electronic satisfaction (e-Satisfaction), brand involvement and technology become vital for online retailers to attract and retain online shoppers in this virtual environment. The association between ESAT, PI and technology should be continuously examined to cope with the advancement in information and communication technology, and the changing expectation of online shoppers. 403 sets of completed and usable questionnaires were gathered using online questionnaire and convenience sampling procedure. The shoppers e-Satisfaction, Brand involvement and technology was positively and significantly affected online purchase intention of generation y. The primary objective of this study was to identify the nature and significance of the relationship between e-satisfaction, brand involvement, technology and purchase intention. The specific objectives of the study were to determine the dimensions of e-satisfaction, brand involvement, technology that influence purchase intention of generation y. The research hypotheses were derived from the research objectives. A positivist paradigm guided the study. A cross sectional sample survey was used to collect data from stratified randomly selected respondents. Result of findings were concluded in the end of this study, limitation and recommendations for future researches were also included.
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In-Text Citation: (Amartuvshin et. al, 2021)
To Cite this Article: Amartuvshin , N., Chung, J. F., & Al-Khaled, A. A. S. (2021). Factors Affecting Online Purchase Intention of Gen Y in Klang Valley, Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(4), 983–1034.
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