Online Purchase Behavior Research Articles

Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region

Constructing an integrated model of tourism livestreaming acceptance: scale development and validation

ABSTRACT This research conceptualises tourism livestreaming as an innovation and conducts rigorous scale development of tourism livestreaming acceptance. Tourism livestreaming acceptance is identified as a four-dimensional construct, including acquisition, emotional connection, transformation, and recommendation, which collectively portray comprehensive acceptance. Moreover, the stimuli-organism-response framework serves as a theoretical model that reveals the ‘stimulus-catalytic-acceptance-realization’ influence framework. It is found that acquisition only positively affects offline travel behaviour but not online purchase behaviour, highlighting the differentiation of TLS acceptance dimensions. The results contribute to the enrichment of research on continuance and technology acceptance and provide diagnostic tools for timely prediction, supervision, and segmentation by managers.

Understanding Gen Z’s Online Purchase Behavior through their Hedonic and Utilitarian Motivation

The COVID-19 pandemic ushered in lockdowns, limiting consumer movement to their homes and preventing consumers from shopping in brick-and-mortar stores. Consequently, consumers were reliant on e-commerce to manage their daily purchases of goods and services. This exacerbated the use of e-commerce and fast-tracked the growth of the digital economy. In this study, Gen Z’s consumer motivation is investigated using hedonic and utilitarian motivation and the Unified Theory of Acceptance and Use of Technology (UTAUT). Consumer motivation remains a crucial part of consumer behavior studies given its prominence in influencing consumer action, consumer decision-making and preferences. In particular, the effects of hedonic and utilitarian motivation on online purchase behavior were investigated. This study utilized a quantitative approach through the deployment of a survey questionnaire online. The data from 156 respondents was analyzed using SmartPLS 4.0 utilizing Partial-Least Squares Structural Equation Modelling. Approximately 44% of the respondents started shopping online for the first time during the pandemic (i.e., 2020 and 2022). The results indicated that the Gen Z respondents were motivated by utilitarian and hedonic motivation when shopping online, in particular by Idea Shopping motivation and Efficiency motivation. Additionally, Social Influence and Facilitating Conditions were significant factors in influencing Behavioural Intention, and Behavioural Intention influenced Purchase Behaviour. The evidence suggests that the respondents were not novice online shoppers but rather experienced online shoppers.

Factors Influencing Customers’ Online Shopping Behavior in Malaysia During the COVID-19 Pandemic

The article presents an overview of the arguments and rebuttals made in the scientific discourse regarding Malaysia's expanding online shopping trend, particularly in light of the COVID-19 epidemic. This scientific decision is significant since the widespread usage of COVID-19 has altered consumer purchasing behavior and how firms operate globally by reducing potential risks such as making the wrong purchase or falling prey to online fraud. This study aims to determine the impact of perceived risk, trust, and product diversity on consumers' decisions to purchase things online in Malaysia's Klang Valley. The study utilized a quantitative survey methodology, selecting 327 sample sizes from a targeted demographic of online shoppers using Krejcie and Morgan tables. SPSS was used for descriptive and inferential analyses. The study found that product variety, trust, and perceived risk significantly predict consumers' online buying behavior in Malaysia during the COVID-19 pandemic. Trust and product variety moderately influence online purchasing, while perceived risk has a negative impact. In contrast to perceived risk (standardized coefficient = -.252), which has a negative and moderate impact, the results indicate that product variety (standardized coefficient =.571) and trust (standardized coefficient =.461) have an average influence on customers' online purchase behaviors. The study supports all hypotheses (H1, H2, and H3), indicating that trust, perceived risk, and product variety significantly influence consumers' online purchasing behaviors in Malaysia during the COVID-19 pandemic. The study emphasizes the need for a comprehensive understanding of online consumer factors and their implications for e-commerce vendors, suggesting the inclusion of marketing professionals in marketing strategy formulation.

An investigation into factors influencing consumer buying behaviour towards online shopping in Ghana

PurposeThe study aims to investigate the factors influencing consumer buying behaviour towards online shopping in Ghana.Design/methodology/approachA web survey was employed to test the concept mode. Perceived ease of use (PEOU), perceived usefulness (PU), perceived hedonic value (PHV) and perceived trust (PT) served as the independent variables, while consumer online buying behaviour (ConOBB) served as the dependent variable. The convenience sampling method was adopted to solicit data from 437 respondents. SPSS 26 and STATA 17 were the analytical tools used for the study. The analysis of the data includes a structural equation model (SEM) to assess the measurement and the influence of PEOU, PU, PHV and PT on ConOBB.FindingsThe study revealed that PEOU (Beta = 0.262), PU (Beta = 0.216), PHV (Beta = 0.354) and PT (Beta = 0.630) all had a positive relationship with ConOBB. The study also established that there are significant relationships between the factors (PEOU, PU, PHV and PT) and ConOBB in Ghana.Research limitations/implicationsThe study focuses on Ghanaian consumers and emphasises mainly online shopping factors, which are PEOU, PU, PHV and PT. E-commerce businesses face fierce competition due to the increased availability of websites and other online platforms. To attract potential customers, companies must streamline processes, ensure user-friendliness and create a user-friendly experience.Originality/valueThe uptake of online shopping in Ghana is relatively slow compared with other countries, particularly in Africa. Online shoppers and service providers in Ghana are keen to sustain the industry. However, there is currently a scarcity of empirical studies in Ghana that focus on specific factors that influence consumer online buying behaviour. This study offers a new model that offers novel insights into the specific factors that aid in consumer online shopping behaviour in Ghana. The measuring instrument, which was found to be reliable and valid, also serves as an added value that this study offers. Both the model and measuring instrument can assist managers offering online shopping opportunities to be able to measure and formulate strategies that would enhance consumer online shopping experiences. By adding perceived hedonic value and trust to the model, this study offers a unique extension of the technology acceptance model. Thus, the findings add to the body of knowledge in the field of online shopping, particularly in the context of Ghana.

Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.

Cross-Cultural Online Purchase Intentions and Behavior between Ethnic Group

In the digital era, online purchasing has become integral to consumer behavior, influenced by complex cultural factors. Fundamental theories like the Theory of Planned Behavior, Technology Acceptance Model, and Diffusion of Innovation Theory effectively predict human behavior in determining interest and attitudes toward online purchasing. This study examines online shopping levels and cross-cultural consumer behavior among ethnic groups in Yogyakarta and Bandung. Data were collected through surveys of individuals actively engaged in online purchases in these regions. Simple Random Sampling selected samples from the e-commerce user population in Bandung (616,109) and Yogyakarta (161,031), with 50 respondents from each area. Simple linear regression was used to analyze the relationship between cultural factors and purchasing behavior. Findings provide an in-depth understanding of how cultural factors influence consumer decisions, offering guidance for businesses to adapt marketing strategies to local purchasing cultures. This research offers insights into online shopping preferences and behaviors across different cultural environments in Indonesia, enabling businesses to tailor customer services to meet local cultural needs and preferences.

Exploring technology acceptance model to investigate consumers’ online purchasing behavior of bakery: The case of the Taiwan

This study aims at analyzing the consumers’ perception towards online purchasing bakery goods on subjective norm (SN), computer self-efficacy (CSE), and technology acceptance model (TAM). Convenience sampling was used and the final sample of respondents was made of 344 participants, with an effective recovery rate of 96%, who bought bakery goods on the LINE social platform in Nantou County. Descriptive statistics, confirmatory factor analysis, and SEM structural equation model were used to test the research hypothesis. The results show that after adding external variables to the technology acceptance model (TAM), the application of purchasing bakery goods online is significant; the consumers’ behavior of purchasing bakery goods online, subjective norm (SN), computer self-efficacy (CSE), and technology acceptance model (TAM) have cause-and-effect relationships. This research concludes that it is easy, helpful, and worthy to use the Internet to buy bakery goods.

The effects of buy now, pay later (BNPL) on customers’ online purchase behavior

Recent innovations in financial technology (FinTech) have introduced short-term financing options for customer loans, allowing customers to make purchases and pay for them in future installments without incurring interest, a model commonly referred to as Buy Now, Pay Later (BNPL). Despite the increasing provision of BNPL by online retailers, there remains a limited understanding of its effects on customers’ online purchase behavior. To address this gap, we utilize a synthetic difference-in-differences research design to estimate the impact of customers’ BNPL adoption on their online purchase behavior, specifically measured by order size. Our empirical results indicate that customers who adopt BNPL provided by a focal retailer have a higher order size than those who use traditional payment services. Our empirical estimates indicate an increase of 6.42% in online spending by customers adopting BNPL. Additionally, we examine the moderating effects of various customer segments - including loyalty, category experience, and promotion sensitivity - as well as demographic factors such as age, income, household size, and product characteristics, particularly low-ticket items. The impact of BNPL adoption is found to be amplified among customers with high levels of category experience and promotion sensitivity. Conversely, the effect is attenuated among older and higher-income customers, indicating that younger and low-income customers are the primary drivers of this effect. Moreover, our analysis demonstrates that purchases of low-ticket items predominantly drive the observed effect. This study provides strategic insights for online retailers concerning the implementation and targeting of BNPL as an effective online payment option.

Exploring the moderation effect of consumers’ demography in the online purchase behavior

Exploring the moderation effect of consumers’ demography in the online purchase behavior

Influence of Tiktok video content on youth people's online shopping intention for fashion items

This study delves into the influence of TikTok video content factors - Entertainment, Information, Usefulness, and Interaction - on the online purchase intention of fashion items among young consumers. Drawing upon the Integrated Theory of Planned Behavior, ABC model (Attitude, Behavior, Context), and Mobile Technology Acceptance Model framework, the research examines how these factors shape consumer behavior on popular social media platforms. A quantitative approach was employed, utilizing survey data collected from 620 young respondents in Vietnam. The findings reveal that Entertainment, Information, Usefulness, and Interaction significantly impact online purchase intention, with Usefulness and Interaction emerging as the primary drivers. However, the study also acknowledges several limitations, including sample size constraints and potential biases inherent in self-reported data. Future research directions include longitudinal studies to explore the dynamic nature of consumer behavior on TikTok and comparative studies across different demographic groups to enhance generalizability. This study contributes valuable insights for marketers and advertisers seeking to leverage TikTok as a platform for engaging young consumers and driving online purchase behavior in the fashion industry.

E-Shopping Behavior: An Empirical Study of Malaysian Consumers

Malaysia's e-commerce industry has grown tremendously, and many activities have been made online. One of the most common activities is online shopping or e-shopping. Online shopping behavior is the actions and decisions of customers when making purchases and completing transactions through Internet-based platforms. Consumer preference for online shopping is because it offers ease of buying or convenience, time-saving, price sensitive, anywhere-anytime, cost-effective, and other categories availability. Thus, this study investigated a few factors that affect Malaysian consumers' online purchase behavior: information availability, social influence, and trust. The researcher used an online survey and a self-administered questionnaire to gather data on the phenomenon. Data were collected from 297 Malaysian respondents using convenience sampling and analyzed using IBM Statistical Package for the Social Sciences (SPSS) 26.0 version software. The results revealed that all independent variables (information availability, social influence, trust) had a significant positive relationship with the dependent variable (online shopping behavior). This study also proved that information availability was the most influential factor compared to other variables. It is hoped that this study will benefit Malaysian marketers as it focuses on the Malaysian context. This finding will also help e-retailers enhance their online sales by creating a strategy that could attract more customers as a concern for building profitable relationships.

A Comparative Analysis of E-commerce Consumer Purchasing Decisions: Taobao in Shanghai and Daraz in Dhaka

There is a lot of potential for expansion for the e-commerce business, but only if we can figure out what makes people buy online. Findings from this study shed light on the e-commerce decision-making process and the ways in which cultural, social, individual, and environmental elements influence it, with a focus on the Chinese market. We surveyed a total of 150 people in Shanghai and 100 people in Dhaka, Bangladesh, using questionnaires. The findings highlight two obstacles that have a negative effect on the online retail industry and customer choice when purchasing goods online. The study compares Taobao and Daraz, focusing on their respective operational systems, market positioning, and distinctions. The study also looks ahead to potential trends and suggests ways businesses might change their business models and create consumer and retailer regulations. Businesses that are just starting out in the e-commerce space can greatly benefit from these insights. The results demonstrate the importance of understanding the elements that influence customer choices and online purchasing behavior.

Impact of Digital Advertising by the Influencers on Consumers’ Online Buying Behaviour (Special Reference to Instagram)

This research paper explores the dynamic relationship between influencers in digital advertising and consumers' online buying behaviour. In the contemporary landscape of e-commerce, social media platforms play a pivotal role in shaping consumer preferences and purchasing decisions. Instagram, as a leading visual-centric platform, has witnessed a surge in influencer marketing, where individuals with a significant online following promote products and services. The study employs a mixedmethods approach, combining quantitative analysis of consumer data and qualitative examination of influencers' content strategies. Data is collected through surveys and analysis of online engagement metrics to derive comprehensive insights into the impact of influencers on the digital advertising landscape. This study explores the critical analysis of consumer buying behaviour, factors that affect buying behaviour, types of media that influence the audience on Instagram and the undeniable impact of Instagram posts by influencers that can be seen on Instagram users. There is a relationship between brands, influencers and consumers is important for the influencer economy to shape Consumer opinion and online buying behaviour.

The impact of online purchase behaviour on customer lifetime value

The impact of online purchase behaviour on customer lifetime value

Student Online Buying Behavior After Covid 19 In Medan, Indonesia

At the time the Covid-19 pandemic had caused many changes to consumers, this was due to the limited movement of the community to carry out purchasing activities that were usually carried out before the pandemic. This research looks at the development of consumer behavior after the end of the Covid 19 pandemic among college students in the city of Medan. The framework of this research is the application to students' perceptions of online purchases with the dependent variable: Convenience, Privacy and security, Money, Save time and effort. This study directed is to understand consumers’ intention to purchase online shopping after the pandemic This study also uses three intervening variables, namely Perceived Ease of Use, Perceived Usefulness, and intention to use. This study aims to construct an online purchase model for university students in Medan. The subject of this study is a university in Medan. who uses online platforms to buy at online shops. This study was conducted with a sample of 291 respondents that uses online applications to buy products.

The Effect of False Advertising on Consumer Online Purchase Behavior with the Mediating Effect of e-WOM: Consumers in Malaysia

The Effect of False Advertising on Consumer Online Purchase Behavior with the Mediating Effect of e-WOM: Consumers in Malaysia

The influence of online information on consumers’ channel migration behavior of fresh agricultural products

IntroductionCompliance with the latest patterns in online consumption of fresh agricultural products should prioritize the shifts in consumer behavior. This study aimed to clarify the influencing factors of consumers’ channel migration behavior of fresh agricultural products. While the migration of consumers’ consumption of fresh agricultural products to online channels is an undeniable fact, and this trend continues, literature on this topic remains limited.MethodsBased on SOR theory, and from the dual perspectives of information transmission and information reception, this study exploratively introduced the network affinity of consumers, and constructed the concept model of the influencing factors of consumers’ channel migration behavior of fresh agricultural products including information acquisition and risk perception. 416 valid questionnaires were used to conduct structural equation model analysis.ResultsThe results confirm that product information and platform information significantly affect consumers’ channel migration behavior of fresh agricultural products. Product information including feature information and price information has a positive influence on consumers’ channel migration behavior of fresh agricultural products. The same is true for such behavior and the platform information including service information and logistics information. Risk perception plays a partial mediating role in the influence of product information variables and platform information variables on consumers’ online purchasing and migration behavior of fresh agricultural products. Network affinity negatively moderates the causal relationship between product information and risk perception as well as that between platform information and risk perception. The effect is more pronounced for consumers with high network affinity than those with low network affinity.DiscussionThe study presented in this paper offers a replicable theoretical framework for future discussions on consumer channel migration behavior, and enriches the literature on consumer online consumption behavior. It is highly meaningful for further improving the online consumption stickiness, tapping the potential of online consumption and improving the circulation efficiency of fresh agricultural products in the post-pandemic era.

Efficacy of Digital Pricing Strategies on Customer Buying Decisions in the E-Commerce Industry: A PLS-SEM Approach

E-commerce is a vital component of global retail sustainability, expanding at a rate of 14% annually, fuelled by increased internet adoption (55%), with over five billion users worldwide. In Africa, e-commerce revenues have surged to $31.18 million, with Nigeria’s Business to Consumer (B2C) index hitting 53.2 points and boasting a 55% internet penetration rate in 2023, ranking fourth highest on the continent. The globalisation of markets has exposed ecommerce companies to economic downturns, compelling them to adopt strategic pricing approaches to ensure sustained profitability and competitiveness. Consumers have become more price-sensitive, emphasising the need for firms to accurately gauge pricing sensitivity to influence purchasing decisions effectively. This research explores how ecommerce stores utilise digital pricing strategies to impact the purchasing behaviour of Gen Z consumers in Nigeria. By employing an exploratory research design, the study utilised an online survey distributed through Google Form, targeting tech-savvy Gen Z consumers, who represent over 85% of the 384-sample size derived using the Borden sampling model. By being guided by the theory of planned behaviour, the PLS-SEM model indicates that special event pricing (0.433, 91.8% effect), sample product pricing (0.236, 85.0% effect), and loss leader pricing (0.236, 93% effect) significantly impact Gen Z’s consumer patronage (62.4%). Furthermore, product lining pricing (0.457, 93.7% high effect), captive pricing (0.161, 96.21% high effect), and optional pricing strategy (0.252, 96.0% medium effect) influence Gen Z’s online purchase satisfaction (67.2%). This underscores the importance of digital pricing strategies in shaping Gen Z’s online purchase behaviour. The research recommends the need for online stores to incorporate promotional and product mix strategies in business tactics; governments should monitor fair pricing practices, and online retailers should educate consumers about pricing strategies to foster informed purchasing decisions. The research acknowledges potential biases in data collection, stemming from unequal online access among Gen Z consumers, resulting in a partial representation of the diverse range of Gen Z behaviours across the continent, as various cultural, economic, and social factors can influence purchasing behaviours.

An assessment of Online Buying Behavior among Employees of Sulu State College

This study assessed the extent of online buying behavior of employees of Sulu State College in context of Marketing Strategies, Perceived Risks, Consumer Trust, and Intention to Purchase during the Fiscal Year 2023. With 100 samples taken through non-probability sampling method via purposive sampling, and with the use of weighted mean, standard deviation, t-test for independent samples, One-way ANOVA, and Pearson’s r, this study reveals the following findings: 1) Employee-respondents involved in this study are mostly male, single, within 25 years old & below, with 5 years & below of length of service, and mostly have bachelor’s degree; 2) On the average, employees of Sulu State College professed a high extent of online buying behavior; 3) Generally, except for age and educational attainment, other variables like gender, civil status, and length of service do not significantly mediate in ways how employees assessed the extent of online buying behavior of employees of Sulu State College; 4) Generally, the group of employee-respondents who assessed the extent of online buying behavior of employees of Sulu State College in terms of Intention to Purchase as Agree or with High Extent is probably the same group of employee-respondents who assessed the Marketing Strategies, Perceived Risks, Consumer Trust as Agree or with High Extent, respectively; and 5) This study seems to support Pappas, Nikolaos (2016) model of marketing strategies, perceived risks, and consumer trust in online buying behavior. This model espouses that Intention to Purchase products online is influenced by Marketing Strategies, Perceived Risks, and Consumer Trust.