Abstract
The world has been affected by the COVID-19 outbreak recently, affecting the economy worldwide. Due to the booming of online activities, especially online shopping, this study is interested in finding the relationship between factors affecting consumers’ buying behavior on online shopping in Malaysia during the COVID-19 pandemic. The least studies related to this issue is needed in Malaysia to further understand the behavior of the consumers on online shopping. Based on available literatures, the factors of interest were trust, convenience, price, product variety and promotion on consumers’ buying behavior in Malaysia. The study employed survey procedures to collect the data, whereby online questionnaires were disseminated and recorded from a total of 335 respondents. The data was then analysed using several statistical analyses, namely pilot test, descriptive statistics and an ordered probit model. The result from an ordered probit model indicated that convenience, product variety, trust and promotion affected the Malaysian consumers’ buying behavior during the pandemic. Only price showed an insignificant impact on online shopping. This gave the sellers insight into understanding the consumers’ buying behavior on the online platform by planning marketing strategies to fascinate more customers.
Highlights
At the end of 2019, the world was suddenly affected by a coronavirus outbreak, whereby no vaccine was available to protect the population from getting infected
In Malaysia, the movement control disorder (MCO) was implemented on 18 March 2020 to prevent the spread of the coronavirus outbreak due to a religious gathering held in Kuala Lumpur
This was because, in the presence of the COVID-19 outbreak, the consumers did not have many choices of the items they would like to buy at a lower price than the traditional shop
Summary
At the end of 2019, the world was suddenly affected by a coronavirus outbreak, whereby no vaccine was available to protect the population from getting infected. In Malaysia, the movement control disorder (MCO) was implemented on 18 March 2020 to prevent the spread of the coronavirus outbreak due to a religious gathering held in Kuala Lumpur. The consequences of this MCO introduced various regulations and standard operating procedures (SOPs), whereby all Malaysians need to abide to restrict movements and gatherings. As most people could not go anywhere except for buying groceries and other basic needs, the online platform became an appropriate medium for shopping. People tend to shop online rather than offline shopping or in-person shopping for safety reasons to avoid being infected by the COVID-19 virus.
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