A Study Of E-Shopping Intention In Malaysia: The Influence Of Generation X & Y
Developments in the commercial sector, coupled with the increasing popularity of the Internet in recent years, have made Malaysian companies more aware of the importance of E-business in gaining a competitive edge in the global market. Therefore, a better understanding of the factors that influen...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
AENSI
2012
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1212/ http://eprints.intimal.edu.my/1212/1/28-35.pdf |
| Summary: | Developments in the commercial sector, coupled with the increasing popularity of the
Internet in recent years, have made Malaysian companies more aware of the importance of E-business
in gaining a competitive edge in the global market. Therefore, a better understanding of the factors that
influence online shopping intention would help in planning better marketing strategies in targeted
segments. In this study, five variables on online shopping intention were selected, namely perceived
benefits, website characteristics, perceived risks, perceived pricing as well as product and service
attributes. Findings from 200 respondents of Generation X and Y showed that four factors significantly
influenced online shopping intention. The one exception was product and service attributes. The
generation gap was found to have a moderating effect on the relationships between perceived benefit,
website characteristics, and online shopping intention. |
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