Abstract
Online shopping has risen to the third position among Malaysians who use the Internet. Typically, past customer online reviews are deciding factors for an online business's success or failure because online consumers encounter online reviews while visiting a website, and it has a direct effect on their ability to purchase impulsively and online impulse buying conduct. The majority of previous research on market-generated context as a factor in online impulse buying behaviour has concentrated on the market-generated background. As a result, this research identified two types of online reviews as independent variables: hedonic and utilitarian value online reviews, browsing, and willingness to buy impulsively as mediating and moderating variables. While online impulse buying behaviour a dependent variable. This study only involves online shoppers who have made at least one purchase on both Lazada Malaysia and Shopee Malaysia websites. This study took a quantitative approach, with 100 responses collected from online shoppers who had made at least one purchase on Shopee Malaysia and Lazada Malaysia through an online questionnaire. Due to the deletion of one straight-lining response, 99 responses were subjected to data analysis using SmartPLS software. According to the results, hedonic value online reviews influence browsing, and browsing influences the urge to buy impulsively and directly to online impulse purchasing.
Highlights
Technology advances have made it easier for people to complete tasks in their daily lives
This study only looks at customers who shop on Lazada Malaysia and Shopee Malaysia according to an Asean Up report from 2019, Lazada Malaysia and Shopee Malaysia are ranked first and second in monthly traffic estimates among Malaysian e-commerce websites
The study's participants, according to an Asean Up report from 2019, are online shoppers who have made at least one purchase on Lazada Malaysia and Shopee Malaysia, which are ranked first and second in monthly traffic estimates among Malaysian e-commerce websites
Summary
Technology advances have made it easier for people to complete tasks in their daily lives. This included the fact that year after year, shopping practices are becoming more convenient. According to a CIA survey in 2009, 15 million Malaysians used the internet in 2009, rising to 17 million in 2012 (International Telecommunication Union, 2012). As the country's internet use increased, the Malaysian ecommerce industry gained a lot of information. Despite the many advantages of shopping online, consumers are hesitant to do so. Consumers are more likely to look for previous consumer reviews of products and services, as well as retailers, while visiting a website to make purchasing decisions (Reimer & Benkenstein, 2016; Yang, Sarathy, & Lee, 2016)
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