Abstract
The purpose of this study is to determine the factors influencing consumers’ online purchase intention towards online groceries. This study will contribute to everyone as references such as online sellers, government agencies and consumers themselves. Consumers are most worried about the perishables of the goods they purchase online. This has caused the barriers for the consumer for having doubts whenever they want to buy grocery online. The purposive sampling is most suitable to this study because the online groceries shoppers are in a better position to provide the information required for this study. The questionnaires were distributed to 248 respondents in the Melaka and Johor Bahru, Malaysia and only 200 were usable for further analysis. The outcome of the research indicates that perceived risk, attitude, subjective norm, and perceived ease of use are the factors influencing consumers’ online purchase intention towards online groceries. Therefore, online groceries seller need to take all these factors seriously to create a competitive industry. Keywords: website trust, online grocery, subjective norm, purchase intention, Malaysia
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