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Factors Affecting Online Purchase Retention Among Malaysian Women During the Pandemic

In: Proceedings of the International Conference on Technology and Innovation Management (ICTIM 2022)

Author

Listed:
  • Jayanty Kuppusamy

    (Multimedia Univeristy, Faculty of Business)

  • Emily Teo Jia Yun

    (Multimedia Univeristy, Faculty of Business)

Abstract

Online shopping has continuously been in the upward trend. The pandemic further pushed the need to purchase online to a higher level. This study is commenced in order to determine the factors affecting online purchase retention. The respondents for this study are women since they are an important group who purchase online. A total of 154 respondents contributed to this study. Survey method is applied in this study and questionnaire is used to collect the data. The data is analyzed using Multiple Regression Analysis to identify which factors is affecting online purchase retention among women. In accordance with the results, it is found that both perceived usefulness and perceived trust play a significant role in affecting consumers’ online purchase retention with perceived trust being the most important factor.

Suggested Citation

  • Jayanty Kuppusamy & Emily Teo Jia Yun, 2022. "Factors Affecting Online Purchase Retention Among Malaysian Women During the Pandemic," Advances in Economics, Business and Management Research, in: Arnifa Asmawi (ed.), Proceedings of the International Conference on Technology and Innovation Management (ICTIM 2022), pages 264-273, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-080-0_23
    DOI: 10.2991/978-94-6463-080-0_23
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