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Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia

Author

Listed:
  • Noorshella Che Nawi

    (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia)

  • Abdullah Al Mamun

    (Global Entrepreneurship Research and Innovation Centre (GERIC), Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia)

  • Nurul Hasliana Binti Hamsani

    (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia)

  • Mohd Nazri bin Muhayiddin

    (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia)

Abstract

It is evident that there has been a rapid growth of electronic commerce and online shopping. Hence, this study examined the effect of selected antecedents and risk factors on online purchase behaviour in Malaysia under the premise of an adapted stimulus–organism–response (SOR) model. This study used a cross-sectional design to collect data from 330 selected respondents from Peninsular Malaysia. The findings revealed that the age of consumers, as well as perceived after-sales risk, financial risk, psychological risk, and social risk, had a significant effect on the online purchase behaviour in Malaysia. Apart from enriching the existing body of knowledge, this study offers several significant practical implications. Based on the findings, it is recommended that the government and online businesses should focus on Generation Y, who are known to be more tech-savvy, through policies and programmes in order to reduce the various types of perceived risks associated with online transactions. It is believed that this effort could enhance online consumerism among the residents of Malaysia.

Suggested Citation

  • Noorshella Che Nawi & Abdullah Al Mamun & Nurul Hasliana Binti Hamsani & Mohd Nazri bin Muhayiddin, 2019. "Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia," Societies, MDPI, vol. 9(1), pages 1-11, January.
    • Handle: RePEc:gam:jsoctx:v:9:y:2019:i:1:p:10-:d:200701
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    References listed on IDEAS

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    1. Balogh Zita & Mészáros Katalin, 2020. "Consumer Perceived Risk by Online Purchasing: The Experiences in Hungary," Naše gospodarstvo/Our economy, Sciendo, vol. 66(3), pages 14-21, September.
    2. Jebarajakirthy, Charles & Das, Manish & Shah, Dhara & Shankar, Amit, 2021. "Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    4. Leszek Gracz, 2023. "Differences in Online Shopping Risk Perception Between Urban and Rural Consumers in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 729-739.
    5. Ng, Felicity Zi-Xuan & Yap, Hui-Yee & Tan, Garry Wei-Han & Lo, Pei-San & Ooi, Keng-Boon, 2022. "Fashion shopping on the go: A Dual-stage predictive-analytics SEM-ANN analysis on usage behaviour, experience response and cross-category usage," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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