A Study of Factors Influenced Online Shopping Behavior in Malaysia: A Structural Approach

Abstract

Online shopping becomes a key tool as the business landscape is modifying. Thus, the behavior of consumer will change accordingly towards online shopping. This study aimed to determine factors influence the online shopping behavior in Malaysia. Six independent factors and one mediator were tested to the dependent variable, online shopping behavior: customer satisfaction, security, site design, convenience, delivery, product brand, perceived usefulness. The questionnaire was adopted in accordance with previous research. Data were collected using survey method. About 352 data were collected from 400 questionnaires distributed through convenience sampling to respondent who want to consume green product. The data was analyzed using statistical packages for the social sciences (SPSS) version 27 and SMART PLS version 3.3.7. Findings postulates delivery, customer satisfaction, and perceived usefulness were significant towards online shopping behavior in Malaysia. Meanwhile, convenience, delivery, and site design were found significant with customer satisfaction. In other findings, customer satisfaction also mediates the relationship between convenience, delivery, design with online shopping behavior. The R2 (40%) of the study indicates the model have a moderate fit of model. In order to build engagement of the audience in social media, the business or marketing manager needs to share valuable and informative content in social media. The social media marketers also need to post high-quality, unique content to drive the reach of the post or videos of their business. This will create a strong relationship between the business and customers through social media platform.