Malaysian Consumers Research Articles

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

PurposeCross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior.Design/methodology/approachBased on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique.FindingsThe findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases.Practical implicationsThis research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior.Originality/valueThe findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

Ranking Up The Social Media Factors on Purchasing Decision of Malaysian Generation Y Customers

Social media platforms offer marketing, information dissemination, direct customer contact and optimised availability of product and service information, which influences consumer behaviour, especially among Generation Y. Therefore, this study ranking up the social media factors such as electronic word of mouth (e-WOM), customer engagement, trust, brand image and advertising on the purchasing decisions of Generation Y consumers in Malaysia. 193 data were collected using Google Forms and face-to-face questionnaires. The data was then analysed using the Best-Worst method, which ranks the most important factors according to respondents' gender, income, and education level. One response was rejected because the value of consistency ratio (CR) was above the associated threshold value of 0.3062. Across all demographics, trust was found to be the most important factor in the purchase decision. Brand image and advertisement, on the other hand, are the least important, indicating a departure from traditional marketing strategies. A detailed explanation of these findings is presented in the paper. This study provides further insight and deepens knowledge for businesses by enabling them to adapt their marketing approaches and gain an understanding of the changing buying patterns and behaviours of Malaysian Generation Y consumers.

Application of TPB-SOR theory on remanufactured product buying intention among Malaysian consumers: mediation of TPB constructs and functional value

Application of TPB-SOR theory on remanufactured product buying intention among Malaysian consumers: mediation of TPB constructs and functional value

Community pharmacists' knowledge, attitudes, and practices regarding counselling on vitamins and dietary supplements in Malaysia: A study on complementary medicines

BackgroundThe utilization of vitamins and dietary supplements (DSs) among consumers in Malaysia has seen a notable increase. However, there is limited research available on how pharmacists in Eastern countries manage the provision of these products. ObjectiveThis study aims to assess the knowledge, attitudes, and practices of community pharmacists in Malaysia regarding the provision of counselling services on vitamins and DSs. The findings will inform education strategies in this area. MethodsA cross-sectional quantitative study was conducted from February to April 2022 using a validated online-based questionnaire. The survey was distributed to community pharmacists across Malaysia through social media channels. t-test and ANOVA test were used for data analysis. ResultsAmong the 260 participants, 73.5% were categorized as having average product knowledge. Key concerns included a lack of knowledge about the indications of new products and when to discontinue their use. Regarding dosing in specific patient groups, 33.5% of pharmacists only occasionally consulted references and primarily relied on product labels. Furthermore, 29% of pharmacists believed it was unnecessary to refer patients to doctors when they experienced ongoing symptoms while taking vitamins or DSs. Interestingly, 44.6% of pharmacists believed there was a correlation between the efficacy of vitamins and their price, often recommending more expensive brands despite similar content. ConclusionThere is an opportunity to enhance the knowledge of pharmacists in Malaysia regarding vitamins and DSs. Education interventions should focus on areas such as dosing for specific patient groups, when to discontinue products, understanding new products, evidence-based efficacy of products for specific conditions, and providing a framework for appropriate referral to support pharmacists in their practice.

Investing in Malaysian Consumer Product Companies Using TOPSIS

Investing in Malaysian Consumer Product Companies Using TOPSIS

A Comparative Study of Inner Neck Scarf Quality from Different Price Range among the Malaysian Consumers

The inner neck scarf is used to grip the forehead until covering the end of the neck. Due to the many types of it in the market and the need for more information on better quality, customers buy it without knowing whether it is worth the performance offered. This study evaluates comfort properties in terms of the quality of three brands: dUCK Scarf, Naelofar Hijab, and unbranded. Comfort properties such as breathability and absorbency were tested. Its physical properties were also tested, including fabric weight, thickness, and stitch density. Naelofar Hijab's inner neck gives better breathability and absorbency testing results.

A New Adoption Intention Model of Drone Application in Food Delivery Services in Malaysia: A Conceptual Paper

The current Industrial Revolution era seems to enforce new ways of implementing online food delivery services, one of which is the use of drone delivery. One of the problems is that the existing food delivery services use human riders which are prone to accidents, for example about 1600 death cases were reported in 2020 involving p-hailing (food and parcel) riders. Also, the use of drones is needed to help victims of natural disasters such as floods, typhoons, and landslides. Malaysia has commenced the trial use of drone food delivery to tackle these problems. Particularly, consumers’ behavioral intentions to use drone food delivery services have been laid low with complex aviation rules and regulations. Hence, the main objective of this study is to examine the predictors of adoption intention in drone food delivery among food delivery providers and consumers in Malaysia. The research methods used are qualitative and quantitative research designs. The quantitative data will be collected using an online survey and will be analyzed using structural equation modeling (SMART PLS). For qualitative technique, the telephone interviews with 15 food delivery service providers and drone collaborators will be conducted and analyzed using verbatim analysis. The expected output is a new adoption intention model of drone food delivery services, one Master student (by research), two publications, and one IP. The result will be significant to the nation in terms of increasing the adoption of delivery drones hence increasing automation in line with the Fourth Industrial Revolution (IR 4.0). This research also improves the economy and societal benefit through efficient supply chain and transportation of services in urban and affected areas such as the spread of diseases or natural disasters, i.e., floods and landslides.

Acceptance Level of Drone Delivery among Malaysian Consumers

Unmanned aerial vehicle (UAV) is the formal term for a drone that can operate without the pilot, or at ground level, the pilot can use the control operating systems. Today, some companies in Malaysia have begun to test drone parcel delivery, but the acceptance level of Malaysian consumers for this new service is still vague. Thus, the objectives of this study are to (i) measure the level of Malaysian consumer acceptance of drone delivery and (ii) investigate the relationships between perceived attribution of innovation, perceived risks, and individual characteristics and Malaysian consumer acceptance of drone delivery. A total of 158 Malaysian consumers who have knowledge of drones participated in this study through the convenience sampling technique. The data was collected using quantitative methods via an online questionnaire survey based on the Technology Acceptance Model (TAM), and Diffusion of Innovation (DOI). The results showed a high level of Malaysian consumer acceptance of drone delivery, with a mean value ranging from 3.91 to 4.11. Furthermore, the results demonstrated that compatibility (0.702), personal innovativeness (0.688), relative advantages of speed (0.659), complexity (0.627), relative advantages of environmental friendliness (0.612), mass media channel (0.527), and environmental concern (0.346) have positive significant affect toward drone delivery acceptance. However, delivery risks (0.038), privacy risks (0.043) and performance risks (0.019) were found to be insignificant towards the drone delivery acceptance. Ultimately, the study has management implications for companies readying to provide drone deliveries which can use this information to determine consumers' acceptance levels and improve drone delivery systems.

Understanding the Consumers’ Purchase Intention Toward Green Cosmetic Products in Malaysia

This research explores the evolving landscape of consumer behaviors within Malaysia’s growing market for green cosmetic products. Globally, the natural and organic cosmetics market has witnessed substantial growth, reflecting an increasing trend toward green cosmetic choices. In Malaysia, a market characterized by diverse consumer preferences and heightened environmental awareness, this study aims to unravel the intricate factors influencing consumers’ intentions in adopting green cosmetic products. Despite a preference for eco-friendly items, challenges arise from the perception that green products are inherently more expensive, leading some consumers to choose more economical alternatives. Sampling methods for this study involved a combination of purposive and convenience sampling. Situated in the unique socio-economic and cultural context of Malaysia, this research employs semi-structured interviews to delve into the factors shaping consumers’ purchase intentions. The findings reveal significant shifts in Malaysian consumers’ purchase behavior, notably an increased inclination to choose green cosmetics when armed with more information and a growing preference for products offering promotions and discounts. The study establishes a conceptual framework, highlighting the intention-behavior gap and brand loyalty as key factors driving these changes in purchase intention among Malaysians.

Integrating Environmental Involvement and Media Exposure on the Theory of Planned Behavior in Explaining Green Purchase Behavior

Green purchase behavior has become a main agenda in most countries, especially after the introduction of the Sustainable Development Goals. Green purchase behavior is considered an act of protecting the environment for a better living. Green purchase behavior goes beyond self-benefits, it’s a commitment to the benefits of others and the environment. Hence, understanding what influences consumer green purchase behavior is considered of utmost importance and relevant in today’s sustainable development. This study aims to integrate environmental involvement and media exposure of environmental messages into the theory of planned behavior. The quantitative study among 346 young respondents from one of the top business schools in Malaysia revealed that attitude toward green products, subjective norms, perceived behavioral control, environmental involvement, and media exposure has a significant positive relationship with green purchase behavior. The findings contribute to extending the literature on green purchase behavior specifically in the context of young consumers in Malaysia. Besides, the findings suggest a few practical implications which are discussed at the end of the article.

Navigating the Hazards: Assessing the Consumer Risks of Fintech in Malaysia: A Conceptual Study

Fintech has come to be known as there is an increasing rate of users in Malaysia. The Covid-19 pandemic hastened the uptake of fintech and digital services in Malaysia, reflecting global patterns. According to the Fintech News Malaysia 2023, Malaysia remains the top-ranked country on the Global Islamic Fintech (GIFT) Index, reflecting its robust environment for Islamic fintech growth. Moreover, online and mobile banking maintained strong growth in 2022 and 2023, with electronic transactions via connected mobile devices and DuitNow QR codes becoming more widely adopted. This significant increase in fintech usage could expose consumers to potential risks. Users, particularly customers and bank employees, may have their rights violated because of cyber security issues such as identity theft and data breaches. This conceptual study utilizes a simple Systematic Literature Review (SLR) approach to explore and assess consumer risks within the Malaysian fintech industry. The main potential risks were identified as: (1) cybersecurity threats, (2) confidentiality, and (3) data protection. Moreover, this study addresses the awareness and acceptance of fintech goods and services by Malaysian consumers. Given the potential risks posed by fintech, it is essential for users to be aware and take protective measures. The government should work towards establishing clear guidelines that mandate fintech companies to implement robust security protocols, ensuring that consumer data is adequately protected against breaches and misuse. Additionally, the government could enhance collaboration with industry stakeholders to create a more unified approach to risk management in the fintech sector

Cross-border e-commerce purchase intentions among Malaysian consumers

Cross-border e-commerce purchase intentions among Malaysian consumers

The Clean Beauty: Factors Affecting Organic Cosmetics Purchase Intention among Malaysian Millennials

There is a growing demand for organic cosmetic products among Malaysian consumers. This shift in consumer preferences has led to a surge in demand for products made with organic, plant-based extracts, cruelty-free, and vegan ingredients. Due to their heightened environmental awareness and inclination towards sustainable behaviour, millennial consumers are widely acknowledged as key drivers of the green consumption movement. This study aims to investigate the factors influencing the purchase intention of organic cosmetics among Malaysian millennials, discussing factors such as attitude, subjective norms, and perceived behavioural control, based on the Theory of Planned Behaviour (TPB).

Fashion’s New Frontier: Exploring the Post-Pandemic Shift Towards Sustainable Style in Malaysia

The fashion industry, a crucial sector in the global economy, has undergone significant changes due to the COVID-19 pandemic. This health crisis disrupted traditional retail models, accelerated the adoption of e-commerce, and increased awareness of the environmental and social impacts of fashion consumption. In Malaysia, the pandemic caused a notable decline in foot traffic to physical stores, leading many retailers to pivot to online platforms to sustain operations. The rise in e-commerce was pronounced, with platforms such as Zalora and Shopee experiencing a surge in fashion sales. Concurrently, the pandemic heightened awareness of the environmental and social repercussions of fashion, fueling interest in sustainable fashion practices. This shift is reflected in the growing preference for eco-friendly materials and ethical production methods among Malaysian consumers. Local brands like Biji Biji Ethical Fashion and international labels such as H&M’s Conscious Collection have responded to this demand, incorporating sustainable practices into their offerings. Additionally, initiatives by the Malaysian government and industry stakeholders have supported the promotion of sustainability within the fashion sector. This study investigates the pandemic’s impact on fashion consumption patterns among Malaysian Millennials and Generation Z, focusing on changes in purchasing behaviors and attitudes toward sustainability. It identifies challenges including cultural awareness, affordability, and the dominance of fast fashion, while highlighting the need for educational initiatives and improved access to sustainable options. The findings provide valuable insights for academia, industry professionals, and policymakers aiming to advance sustainable consumption practices in Malaysia.

Indonesian and Malaysian consumer perspective toward COVID-19 vaccine products from China

Indonesian and Malaysian consumer perspective toward COVID-19 vaccine products from China

Extending the Theory of Planned Behavior to Examine Factors Influencing Intention to Purchase Halal Chocolate Among Malaysian Muslims

Manuscript type: Research paper Research aims: The purpose of this study is to examine factors influencing intention to purchase halal chocolate among Muslim consumers in Malaysia by extending the classical Theory of Planned Behaviour (TPB). This study specifically investigates the influence of attitude, subjective norms, perceived behavioural control, halal knowledge, habit, and religiosity on the intention to purchase halal chocolate. Design/Methodology/Approach: A total of 252 valid responses were obtained through convenience sampling and analysed using SmartPLS 4.0. Research findings: The results indicate that attitude, subjective norms, and religiosity are the factors that influence purchase intention for halal chocolate, while perceived behavioural control, halal knowledge, and habit do not. Subjective norms have the strongest influence on purchase intention for halal chocolate, followed by attitude. Theoretical contribution/Originality: The findings contribute to the growing literature on halal food and consumer behaviour. In particular, the study provides empirical evidence on the importance of attitudes, subjective norms, and religiosity in influencing purchase intentions for halal chocolate. Practitioner/Policy implications: This study could serve as a basis for halal chocolate manufacturers, retailers, exporters, and importers to better understand Malaysian Muslim customers and the factors that drive them to purchase halal chocolate. Furthermore, the government and related agencies, such as the Malaysian Cocoa Board (MCB), could devise strategies to re-establish and strengthen the country’s cocoa industry, allowing Malaysia to reclaim its position as the world’s leading cocoa producer. Research limitation/Implication: This study includes six variables that influence halal chocolate purchase intention. Future studies could include other internal and external factors influencing purchase intention, such as the role of the halal certification logo

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

Proposed Research Model for Mobile Digital Wallet Adoption Among Consumer In Malaysia

Digital wallets are considered as a game changer because they allow digital financial inclusion among various levels of society. However, the use of digital wallet among Malaysians is low compared to other countries. A pre-liminary study was conducted to identify the issue related to digital wallets in rural areas. Besides, a literature review was conducted to determine the factors and barriers that may influence behavioral intention of consumers in Malaysia to adopt digital wallet. Findings from the pre-liminary study were discussed and a conceptual model that consisted of some constructs from the Unified Theory of Acceptance and Use of Technology 2, and Innovation Resistance Theory and Trust was proposed to examine the drivers and barriers towards the adoption of digital wallet. Expected results from this study would provide insights on the perception on digital wallet among Malaysians in rural and urban areas.

Civil Recourse Against Food Traders Causing Food Poisoning in Malaysia – Proposals for Reforms

Under the current legal regime, the only civil recourse against food traders causing food poisoning to consumers in Malaysia is through civil action under tort of negligence. A civil action is not straightforward and often fraught with difficulties. Hence, the objectives of this paper are twofold. Firstly, to examine the application of the tort of negligence in civil liability cases against food traders who cause food poisoning; and secondly, to explore alternative approaches that could be introduced to safeguard the legal rights to compensation of aggrieved consumers and/or dependants of deceased consumers. This paper employs a pure doctrinal research method where the relevant food safety legislations and relevant English case laws together with the secondary sources such as textbooks, journals articles, statistics reports, press reports, relevant online databases, and websites are referred to. This paper concludes that the only civil recourse available is by commencing a civil action under tort of negligence against food traders. In addition, it is also found that relevant food safety legislations only empower enforcement authorities to take legal action against food traders but they will not act on behalf of aggrieved consumers who suffered from food poisoning and/or dependants of deceased consumers who died from food poisoning. This paper, thus, proposes reforms by way of amendments to the Food Act 1983.

THE IMPACT OF THE COVID-19 PANDEMIC ON COMPULSIVE BUYING BEHAVIOUR AND ONLINE SHOPPING ADDICTION FOR APPAREL PURCHASING IN MALAYSIA: AN OVERVIEW OF GENERATION Y AND GENERATION Z

The COVID-19 pandemic induced a substantial global shift in consumer behaviour, impacting Malaysia in Southeast Asia. This crisis brought forth trends like remote living, social distancing and amplified digital reliance, reshaping consumer inclinations. A notable outcome is the increased prevalence of compulsive buying behaviour (CBB) and online shopping addiction. This is within apparel purchasing, necessitating a thorough inquiry. These behaviours are typified by their impulsive and excessive nature, leading to detrimental consequences for individuals. This study delves into the extent to which the COVID-19 pandemic has intensified the risk of CBB and online shopping addiction, specifically concerning Generation Y and Generation Z in Malaysia. The research aims to identify and analyse the socio-cultural and psychological determinants underpinning these behaviours. Furthermore, substantial progress has been made in researching the impact of the pandemic on CBB and online shopping addiction among Generation Y and Generation Z in Malaysia. Several research gaps persist, providing valuable directions for future studies and interventions. Employing a quantitative research design, this study focuses on collecting and statistically analysing numerical data to comprehend the scope and patterns of CBB, online shopping addiction, and their association with the COVID-19 pandemic among Generation Y and Generation Z in Malaysia. The findings underscore the positive impact of perceived enjoyment and utilitarian attributes (price, convenience, and health aspects) on online buying attitudes, together with the relationship between personal characteristics and re-patronage behaviour. These generations exhibit favourable attitudes toward online purchases as being straightforward and enjoyable. This research uncovers significant insights into CBB and online shopping addiction amidst the COVID-19 pandemic among Generation Y and Generation Z consumers in Malaysia. The pandemic undeniably catalysed an increase in CBB and online shopping addiction among both generations, affirming the relevance of the stress-relief theory as a coping mechanism during times of emotional strain.