Generation Z: Factors Influencing Online Purchase Behaviour in Kuala Lumpur and Selangor

Lee Yien Xing, Khaw Rou Ai, Uma Thevi Munikrishnan, Nurfaradilla Haron, Aeshah Mohd Ali, Nor Aziyatul Izni and Nur Ilyana Ismarau Tajuddin
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Lee Yien Xing: Department of Management Studies, Faculty of Business and Management, UCSI University, Malaysia
Khaw Rou Ai: Department of Management Studies, Faculty of Business and Management, UCSI University, Malaysia
Uma Thevi Munikrishnan: Department of Management Studies, Faculty of Business and Management, UCSI University, Malaysia
Nurfaradilla Haron: Department of Economics, Islamic Finance & Muamalat, Academy of Contemporary Islamic Studies (ACIS), University Technology MARA (UiTM), Shah Alam, Selangor, Malaysia.
Aeshah Mohd Ali: Arshad Ayub Graduate Business School, University Technology MARA (UiTM), Shah Alam, Malaysia
Nor Aziyatul Izni: Centre of Foundation Studies, University Technology MARA, Cawangan Selangor, Kampus Dengkil, Dengkil, Selangor, Malaysia
Nur Ilyana Ismarau Tajuddin: Pusat Tamhidi, University Sains Islam Malaysia, Nilai, Negeri Sembilan, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3, 1701-1716

Abstract: The “Shared Prosperity Vision 2030†and the Malaysia Digital Economy Plan predicted 500,000 jobs will be created and 22.6% of Malaysia’s GDP will come from the digital sector. Therefore, the aim of this research is to assess the factors (price, e-commerce purchase experience, security, perceived risk, and perceived benefit) influencing online purchase behaviour among Generation Z in Kuala Lumpur and Selangor. The Theory Planned Behaviour (TPB) was used to analyse the human behavioural decisions. The theory asserted the three main elements (attitude, subjective norms, and perceived behaviour control) will affect certain behavioural intentions of individuals. Four hundred (400) questionnaires were distributed on a recommended sample for Generation Z at selected Private HEIs in Kuala Lumpur and Selangor. The set of data collected was examined using IBM SPPS (version 23) for data analysis. The findings of this research resulted in a significant influence of price and perceived benefit towards online purchase behaviour among generation Z. Overall, price was the most significant factor (β = .230; p = .000

Date: 2025
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