Key Factors that Influence Post Pandemic Online Purchase Intention of Generation Y and Z in Malaysia

Abstract

As the Movement Control Order (MCO) was imposed in Malaysia in March 2020, many small and medium enterprises (SMEs) have engaged in online platforms to sustain their business. However, there have been significant changes in consumer trends and spending patterns accompanied by rapid digital adoption since MCO. Consumers’ shopping habits have changed as a result of MCO, and they maintained this habit even after MCO. Therefore, this research examined the key factors that influence post-pandemic online purchase intention in Malaysia, which include influencer marketing, live streaming commerce, loyalty programs, and online shopping experience. The theory of Planned Behaviour (TPB) model was used to explain consumer behaviour. 30 sets of surveys were used to carry out the pilot test. Purposive sampling was used to collect 384 sets of data from 5 states with the most e-commerce users in Malaysia which included Selangor, Kuala Lumpur, Johor, Pulau Pinang, and Perak. Cronbach’s Alpha was used to determine the reliability of the variables. Pearson Correlation Analysis was used to measure how 2 sets of data were related. Multiple Regression Analysis was used to describe relationships between variables. The result showed that loyalty programs and online shopping experience have a significant relationship with online purchase intention while influencer marketing and live-streaming commerce have no significant relationship with online purchase intention. The online shopping experience has the strongest influence on online purchase intention. In this regard, this study will provide profound insights to online purchase intention of generation Y and Z in Malaysia.