Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia

Noorshella Che Nawi, Abdullah Al Mamun, Nurul Hasliana Binti Hamsani and Mohd Nazri bin Muhayiddin
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Noorshella Che Nawi: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Abdullah Al Mamun: Global Entrepreneurship Research and Innovation Centre (GERIC), Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Nurul Hasliana Binti Hamsani: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Mohd Nazri bin Muhayiddin: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia

Societies, 2019, vol. 9, issue 1, 1-11

Abstract: It is evident that there has been a rapid growth of electronic commerce and online shopping. Hence, this study examined the effect of selected antecedents and risk factors on online purchase behaviour in Malaysia under the premise of an adapted stimulus–organism–response (SOR) model. This study used a cross-sectional design to collect data from 330 selected respondents from Peninsular Malaysia. The findings revealed that the age of consumers, as well as perceived after-sales risk, financial risk, psychological risk, and social risk, had a significant effect on the online purchase behaviour in Malaysia. Apart from enriching the existing body of knowledge, this study offers several significant practical implications. Based on the findings, it is recommended that the government and online businesses should focus on Generation Y, who are known to be more tech-savvy, through policies and programmes in order to reduce the various types of perceived risks associated with online transactions. It is believed that this effort could enhance online consumerism among the residents of Malaysia.

Keywords: antecedents; risk factors; online purchase behaviour (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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