Factors influencing online purchase intention of millennials and gen z consumers
This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collect...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sarawak Research Society (SRS)
2020-06-01
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| Series: | Journal of Applied Structural Equation Modeling |
| Subjects: | |
| Online Access: | https://jasemjournal.com/wp-content/uploads/2020/07/Nasrul-et-al-Vol4Issue2-2020.pdf |
| _version_ | 1829101478686490624 |
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| author | Nasrul Fadhrullah Isa Sharifah Nurafizah Syed Annuar Imelda Albert Gisip Nelson Lajuni |
| author_facet | Nasrul Fadhrullah Isa Sharifah Nurafizah Syed Annuar Imelda Albert Gisip Nelson Lajuni |
| author_sort | Nasrul Fadhrullah Isa |
| collection | DOAJ |
| description | This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered. |
| first_indexed | 2024-12-10T22:47:32Z |
| format | Article |
| id | doaj.art-05d121cf7d9b4c549916811744112364 |
| institution | Directory Open Access Journal |
| issn | 2590-4221 |
| language | English |
| last_indexed | 2024-12-10T22:47:32Z |
| publishDate | 2020-06-01 |
| publisher | Sarawak Research Society (SRS) |
| record_format | Article |
| series | Journal of Applied Structural Equation Modeling |
| spelling | doaj.art-05d121cf7d9b4c5499168117441123642022-12-22T01:30:32ZengSarawak Research Society (SRS)Journal of Applied Structural Equation Modeling2590-42212020-06-01422143Factors influencing online purchase intention of millennials and gen z consumersNasrul Fadhrullah Isa0Sharifah Nurafizah Syed Annuar1Imelda Albert Gisip2Nelson Lajuni3Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Sabah, MalaysiaFaculty of Business and Management, Universiti Teknologi MARA, Sabah, MalaysiaFaculty of Business and Management, Universiti Teknologi MARA, Sabah, MalaysiaFaculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, MalaysiaThis study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.https://jasemjournal.com/wp-content/uploads/2020/07/Nasrul-et-al-Vol4Issue2-2020.pdfonline purchase intentionimpulse purchase orientationquality orientationbrand orientationonline trustonline purchase experience |
| spellingShingle | Nasrul Fadhrullah Isa Sharifah Nurafizah Syed Annuar Imelda Albert Gisip Nelson Lajuni Factors influencing online purchase intention of millennials and gen z consumers Journal of Applied Structural Equation Modeling online purchase intention impulse purchase orientation quality orientation brand orientation online trust online purchase experience |
| title | Factors influencing online purchase intention of millennials and gen z consumers |
| title_full | Factors influencing online purchase intention of millennials and gen z consumers |
| title_fullStr | Factors influencing online purchase intention of millennials and gen z consumers |
| title_full_unstemmed | Factors influencing online purchase intention of millennials and gen z consumers |
| title_short | Factors influencing online purchase intention of millennials and gen z consumers |
| title_sort | factors influencing online purchase intention of millennials and gen z consumers |
| topic | online purchase intention impulse purchase orientation quality orientation brand orientation online trust online purchase experience |
| url | https://jasemjournal.com/wp-content/uploads/2020/07/Nasrul-et-al-Vol4Issue2-2020.pdf |
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