Factors Affecting Online Shopping Purchase Intention among Generation Z Consumers in Malaysia

Galvin Kuan Sian Lee
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Galvin Kuan Sian Lee: Asia-Europe Institute, Universiti Malaya, Kuala Lumpur, Malaysia School of Diploma and Professional Studies, Taylor’s College, Subang Jaya, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 1937-1965

Abstract: Online shopping is increasingly taking over the global retail space, including Malaysia. With the projections of growth for online shopping, it is vital that managers identify the main factors behind the purchase intention of consumers. This study seeks to identify the significant factors that contribute to the purchase intention of Generation Z consumers in Malaysia when shopping online. A quantitative approach via survey questionnaire is deployed for this study. The factors of Perceived Site Quality, Trust, Product Information Quality and Perceived Risk are examined through a study on 200 Generation Z consumers in Malaysia. The findings indicated that Product Information Quality is the most significant factor which contributes to purchase intention. Contrary to previous studies, the findings of this study also provided valuable insight to the Generation Z’s perception towards Perceived Site Quality, Trust and Perceived Risk. Managerial implications on improving Product Information Quality are discussed. The study also provided insight into demographic differences such as gender and highest education level towards online shopping behaviour.

Date: 2025
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