Determinants of Consumer’s Willingness to Purchase Online in Malaysia: The Role of GEN Z’s Attitude

The progress of the World Wide Web has led to a new form of e-tailing or internet shopping for retail purchases. Since then, consumer behaviour has become a core factor in online purchases. The determinants of internet orders for consumers should then be taken into account. This paper examines factors which influence the intention of Gen Z to purchase online on a platform. What factors drive Gen Z to purchase online? In order to find this finding, a survey of 315 respondents who resided in Kuala Lumpur in Malaysia was used. Specifically, researchers investigated the relationship between perceived usefulness, perceived ease of use and prior online purchase experience with intention to purchase online. Then, researchers investigated the mediation role of attitude between perceived usefulness, perceived ease of use and prior online purchase experience with intention to purchase. Data confirms that a positive and significant relationship is found between perceived usefulness and perceived ease of use with intention to purchase. Furthermore, a positive and significant relationship is not found between prior online purchase experience and intention to purchase online. Besides, this study claims that attitude mediates the relationship between perceived ease of use and prior online purchase experience with intention to purchase. Smart PLS 3.0 was used to analyse the results following in the quantitative approach. This result shows that e-platform was an effective marketing method for new customers in the younger generation. It also demonstrates that the cyber world plays an important role in digital commercialization making the penetration of consumers faster and easier for brands.


Introduction
In recent days, online shopping is becoming more common among young generations with the advent of new technology. The younger generation is more likely to shop online, because its life becomes easier and more relaxed (Ghouri et al., 2017;Mohseni et al., 2018). Since smartphones are available, they get quick Internet access and purchase their favourite items purchase online, without virus contamination, in particular COVID-19. The perceived usefulness of young generations simplifies and facilitates their view of the environment. For those that came into being in the 1990s, the perceived usefulness is high (Joo et al., 2018). Past investigators have cleared the building for PU and the purpose of future Internet customers has been identified (Driediger & Bhatiasevi, 2019). In all the colossal support from various other technical applications, the studies on internet retailing from a TAM perspective are limited, and PU builds. For example, Yang et al. (2016) have confirmed that the intention in the media is having a positive effect by PU. PU also influences the online buying intention of people significantly and positively, especially between younger generations (Cho & Sagynov, 2015;Lim et al., 2016;Bonn et al., 2016;Abdullah et al., 2017;Polas et al., 2018aDhahak & Huseynov, 2020. Thus, we hypothesize that, H1: There is a positive and significant association between individual's perceived usefulness and their intention to purchase online.

Perceived Ease of Use and Intention to Purchase Online
In the second hypothesis, authors assumed that perceived ease of use has an effect on intention to purchase online. Generally, perceived ease of use refers to how simple navigating Web pages, Internet features and the Web interface is to the point of an individual becoming aware of a specific technology (Cho & Sagynov, 2015;Moslehpour et al., 2018;Polas & Afshar Jahanshahi, 2020). It deals with the technical elements considered as important (Ashraf et al., 2016;Polas et al., 2018b). More simply, since it is most likely endorsed by internet consumers, a technology is more favourable than any other. In other words, the more complex a technical usage is, the more likely the website is to be used. PEOU and PU are technological acceptability attributes (Ozturk et al., 2016;. The PEOU build was used in numerous contexts, including electronic mail, e-commerce and m-commerce (Hansen et al., 2018;Suleman & Zuniarti, 2019). The perceived ease of use is described as the impression of the user that new technology is effortless (Visinescu et al., 2015;Lee et al., 2017). This background refers to user expectations that shopping on the Internet would require a minimum of efforts. Ease of use refers to online shopping (Hess et al., 2014;. If the perceived utility refers to the consumer's views on the result of the online shop experience, the perceived ease of use refers to their expectations of the mechanism leading to the final online shopping result. In short, how convenient shopping on the Internet is for users is to fulfil their tasks and how simple it is to use the Internet as a means of shopping (Rehman et al., 2019). The TAM states that the perceived ease of use has a dual impact on user intention of shopping online, both directly and indirectly. Indirect impact on purpose is considered to be beneficial as it is easy to use technologies (Ma et al., 2017;Hanjaya et al., 2019). Furthermore, PEOU is seen as one of the growth drivers in the smartphone industry. PEOU could positively impact the PU of mobile business (Septiani et al., 2017;. Wang et al. (2020) find that in mobile commerce PEOU is a good indicator of PU, and similarly Raza et al. (2017) contend that the PEOU, PU and consumer loyalty association in the online shopping world exists positively. Online businesses need to be more focused on friendliness and the provision of a user-friendly Website, according to Yahia et al. (2018). The role of PEOU in terms of consumer retention and general loyalty has been explored by most academics. The adoption of mobile services can be explained by advice to users and help and user skills. Thus, we hypothesize that, H2: There is a positive and significant association between individual's perceived ease of use and their intention to purchase online

Prior Online Purchase Experience and Intention to Purchase Online
In the third hypothesis, authors expect that prior online purchase experience has an effect on intention to purchase online. The response of a person to a judicial task depends in general on three points of view, the complete meaning, history or stimulation of the individual's past experiences (Ponte et al., 2015;Balakrishnan & Griffiths, 2018). Web shopping with a large number of customers is a moderately new action, internet purchases are currently considered more dangerous than earthly purchases (Lee & Lee, 2015;Polas et al., 2018b). Moreover, online customers depend intensively on experiential efficiency, on which the quality of their experience can be achieved only through previous buying experience. Prior experience would have a strong effect on subsequent behaviour. The younger generation is keener to use their online form to buy things, saving time and effort (Chang & Chao, 2018;Fazal-e-Hasan et al., 2018). It also helps guard against contamination during the likely COVID-19 international outbreak. In the sense of web shopping, young shoppers will evaluate their experience of online shopping as regards product data, payment methods, distribution conditions, service offerings, risks involved, anonymity, safety, personalization, visual appeal, navigation, entertainment and enjoyment (Khaled et al., 2019;Moreno et al., 2017;Rajesh, 2018;Rafsandjani, 2018). In addition, consumer experience with the Internet fuels internet shopping creation (Siamagka et al., 2016). In addition, shoppers with high online purchasing intentions generally have previous buying experience to help reduce their vulnerabilities (De la Llave et al., 2019). Moreover, after seeing them, young customers can only purchase goods from the Internet. In addition, customers with earlier online buying experience are bound to shop online than those who need that knowledge. Silva et al. (2018) clarify this wonder by increasing individual expertise of online buying, perhaps with small buys from the very beginning, and by building certainty and abilities that promote the gradual purchase of the Web. With the enormous literature it is very likely that the online purchasing experience of the consumer will have profound effects on your potential online shopping intentions (Akar & Nasir, 2015;Ponte et al., 2015;Oghazi et al., 2018). Thus, we hypothesize that, H3: There is a positive and significant association between individual's prior online purchase experience and their intention to purchase online.

The Mediation Role of Attitude
Attitude is considered one of the major determinants of advertisement productivity. The thought or object is used as an aggregate feeling or assessment (De Cock et al., 2014). This description implies that perceptions shift over time, when persons learn from various sources about the concept or thing. In this analysis we regard attitude as an overall feeling of internet ads in general, while attitude is the overall feeling for a specific brand. Attitude is the general feeling. Nam et al. (2019) suggested, While web advertising is more favourable, people have more favourable attitudes towards the ad banner overall. The behaviours, as proposed by reasoned action theory, play an important role in deciding his/her motives of behaviour (Wan & Shen, 2015). Moreover, previous analysis has demonstrated that the effects of promotional messages are potentially influenced by publicity and brand behaviour (Kaushal & Kumar, 2016). Different researches on the online environment have identified the mediating role of attitudes in the relationship between website encouragement and desire to buy online (Shaouf et al., 2016;Redondo & Aznar, 2018;Hameed & Qayyum, 2018). The attitude of the customer online through the online shopping channel is either positive or negative as an appraisal outcome. So if the buyer has such a good outlook, please, the customer intends to buy online. Any future customers may be optimistic about online shopping, but some of its partners may be pessimistic. In keeping with López-Bonilla & López-Bonilla (2017) model of technical adoption, the attitude is mediated by variables (perceived usefulness and perceived ease of use). This model has however been recreated by deleting the attitude component (Altawallbeh et al., 2015). The social and psychological properties of consumers are largely drawn from psychological theories such as TPB (Ogiemwonyi et al., 2020). The consumer's e-shopping intention and real use (Fraustino et al., 2018;Kwol et al., 2020Koththagoda & Herath, 2018 are positively linked to favourable attitudes towards shopping.  The Methodology of the Study Positivist research approach was adopted following hypothetical deductive observational method . Stratified sampling technique was used following cross-sectional study. Researchers collected the primary data using survey method. The survey questionnaire was the main source of collecting data. Researchers have randomly selected 315 GEN Z respondents, who were staying at Kualalumpur in Malaysia during COVID-19 outbreak. These respondents were between 18 and 25 years old (young generation). The data was collected using a well-prepared questionnaire sent to 500 consumers through email, whatsapp message, Facebook message and with the help of friends, colleagues, and received 315 usable and complete responses. Smart PLS 3.0 was used to run the SEM (Structural Equation Modelling) for assessing the research model. .03 per cent of the respondents hold High school or vocational school degree and 6.67 per cent of the respondents hold College or university education degree. Finally, 55.56 per cent of respondent's monthly income was between 250-500 USD, 17.14 per cent of respondents' monthly income was between 501-750 USD, 15.56 per cent of respondents' monthly income was between 751-1000 USD, 7.30 per cent of respondents' monthly income was between 1001-1250 USD and 4.44 per cent of respondents monthly income was between 2501 or above USD.  Table 2 confirms that AVE value of every variable is above 0.50 and the value of CR and Cronbach's Alpha is above 0.70 and the value of factor loadings is above 0.60 which are the suggested or accepted range. Here, intention to purchase online is demonstrated by large effect (0.916 or 0.916 %) with independent variables. Then, attitude is also stated by (0.895 or 89.5 %) large effect with independent variables.  (Cohen, 1988) Table 3 shows that attitude has a small effect on intention to purchase online. Then, perceived ease of use has a large effect on attitude and intention to purchase online. Moreover, Perceived Usefulness has a small effect on attitude and large effect on intention to purchase online. Prior online purchase experience has a large effect on attitude and no effect on intention to purchase. Value of each latent variable is greater than zero which indicates predictive relevance of the constructs. Overall, the proposed study model is best fit with study objectives and hypotheses. The table 4 above claims to test discriminant validity for evaluating the model using the Fornell-Larcker criteria. Furthermore, within a spectrum of 0.802-0.928, the square root of the AVE (in bold) of all variables represents the largest. As a result, it is understandable that discriminant validity is maintained between variables and is recognised for this study's predictable model. Figure 2 depicts the structural model assessment. The bootstrapping procedure with a sample size of 500 was also used to calculate the t-values and R square.   Table 5 displays the outcomes of the hypothesis testing using SEM. To begin, researchers hypothesize a positive and significant relationship between individuals' perceived usefulness and their intention to purchase online. According to Table 5, there is a positive and significant association between an individual's perceived usefulness and their intention to purchase online (=0.334, t=4.706, p0.001). As a result, hypothesis 1 is admitted. Second, the researchers hypothesize that there is a positive and significant relationship between an individual's perceived usefulness and their intention to purchase online. As seen in Table 5, a positive and significant relationship found between individual's perceived usefulness and their intention to purchase online (β=0.415, t=5.311, p<0.001). So, hypothesis 2 is accepted. Thirdly, researchers hypothesize that there is a positive and significant association between individual's prior online purchase experience and their intention to purchase online. As seen in Table 5, a positive and significant relationship found between individual's prior online purchase experience and their intention to purchase online (β=0.002, t=0.081, p>0.05). So, hypothesis 3 is rejected.

Structural Model Assessment
Furthermore, fourthly, researchers hypothesize that attitude mediates the relationship between individual's perceived usefulness and their intention to purchase online. As seen in Table 5, researchers found that attitude mediates the relationship between individual's perceived usefulness and their intention to purchase online (β=0.040, t=1.649, p>0.05). Therefore, hypothesis 4 is rejected. Fifthly, researchers hypothesize that attitude mediates the relationship between individual's perceived ease of use and their intention to purchase online. As seen in Table 5, researchers found that attitude mediates the relationship between individual's perceived ease of use and their intention to purchase online (β=0.098, t=2.076, p<0.001). Therefore, hypothesis 5 is accepted. Sixthly, researchers hypothesize that perceived risk mediates the relationship between individual's prior online purchase experience and their intention to purchase. As seen in Table 5, researchers found that attitude mediates the relationship between individual's prior online purchase experience and their intention to purchase online (β= 0.118, t= 2.103, p<0.001). Therefore, hypothesis 6 is accepted.

Conclusion
The shopping propensity for buyers varies through e-computing power. Particularly in the world epidemic (COVID-19), particularly today's young people, custodians no longer depend entirely on the materials required to take their purchasing decision. This research reveals that the perceived confidence is related to the desire of the customer to buy online. This suggests that changes in the confidence felt by people can affect their intention to purchase online. Moreover, a positive and significant relationship is also found between individual's perceived usefulness and their online purchase intention, that means any change in individual's perceived usefulness will affect their online purchase intention. Furthermore, there is a positive and significant relationship between individual's prior online purchase experience and their online purchase intention. Besides, this study claims that attitude mediates the relationship between individual's perceived ease of use and prior online purchase experience with their intention to purchase. That means any changes in attitude will ultimately affect the relationship between perceived ease of use and prior online purchase experience with their intention to purchase online. The findings further enhance the need to boost the consistency, confidence and empathy of the seller's website in order to increase their online buying intentions. Strengthening competition also means that the website quality service provider can pay more attention by enhancing the accessibility, design and quality of information on the site. This is because these considerations will influence the decision to buy online. When every disease strikes the planet, these online shops act like a miracle. The younger generations are keen to shop online after the COVID-19 epidemic. This time, however, shoppers should pay more attention to provide consumers with better services. Another important thing to focus on is the consumer partnership, which would broaden the customer's sense of compassion. The service provider must seek ways in which customer confidence and perceived utility are improved in their customer relationship management (CRM). Providing knowledgeable, outstanding and effective products and services will enhance consumer confidence. In order to establish and maintain a two-way connection to increase customer's online buying intention, service providers then have to restructure their e-CRM strategy. Because prior online acquisitions play an important part in influencing online acquisition intentions; service providers should consolidate digital website operations within the Business to Consumer interface contacts, which would in the end, inspire young generation to purchase goods from online shops over and over again.

Limitations and Future Studies
This research, like many other studies, has its limitations. Since the report only focused on young generation purchasers from the metropolitan region of Kuala Lumpur in Malaysia, this study only used empirical data to explore the research objectives. As a result, the study's findings do not have a comprehensive picture of the views of today's youth. Future studies could increase the sample size and collect data from different areas of Bangladesh, including rural areas. Furthermore, prospective researchers are strongly advised to broaden their research on Generation Y in order to perceive more outcomes. Future research may also reveal ways for online sellers to develop and boost their credibility, as well as their capabilities. Future research may include the moderating influences of occupation and personality characteristics in the model to see how moderating variables affect the interaction between the independent and dependent variables.