Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms
The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Asia Business Research Corporation
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114704/1/114704.pdf |
| _version_ | 1824452454296584192 |
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| author | Chin, Chee-Hua Wong, Winnie Poh-Ming Cham, Tat-Huei Kumarusamy, Risidaxshinni |
| author_facet | Chin, Chee-Hua Wong, Winnie Poh-Ming Cham, Tat-Huei Kumarusamy, Risidaxshinni |
| author_sort | Chin, Chee-Hua |
| collection | UPM |
| description | The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda, Expedia, Klook, and Airbnb. This study examines the factors that influence zoomers' behavioural intention towards tourism e-commerce platforms in Malaysia, with a focus on trust as a moderating variable. Questionnaire data was collected from a sample of 162 university students in Sarawak, Malaysia and analysed using a partial least square structural equation modelling (PLS-SEM) approach. The estimation procedure was conducted using the WarpPLS 8.0. The findings revealed the significance of brand recognition and perceived quality in influencing zoomers’ trust, attitude, and intention to purchase through tourism e-commerce platforms. The positive moderating role of trust was also identified. These findings are essential for tourism practitioners to better understand the needs and wants of young e-customers. The study's insights are particularly aligned with and meaningful for Sarawak's digital economy initiatives. © 2024, Asia Business Research Corporation. All rights reserved. |
| first_indexed | 2025-02-19T02:50:47Z |
| format | Article |
| id | upm.eprints-114704 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2025-02-19T02:50:47Z |
| publishDate | 2024 |
| publisher | Asia Business Research Corporation |
| record_format | dspace |
| spelling | upm.eprints-1147042025-01-23T08:13:08Z http://psasir.upm.edu.my/id/eprint/114704/ Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms Chin, Chee-Hua Wong, Winnie Poh-Ming Cham, Tat-Huei Kumarusamy, Risidaxshinni The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda, Expedia, Klook, and Airbnb. This study examines the factors that influence zoomers' behavioural intention towards tourism e-commerce platforms in Malaysia, with a focus on trust as a moderating variable. Questionnaire data was collected from a sample of 162 university students in Sarawak, Malaysia and analysed using a partial least square structural equation modelling (PLS-SEM) approach. The estimation procedure was conducted using the WarpPLS 8.0. The findings revealed the significance of brand recognition and perceived quality in influencing zoomers’ trust, attitude, and intention to purchase through tourism e-commerce platforms. The positive moderating role of trust was also identified. These findings are essential for tourism practitioners to better understand the needs and wants of young e-customers. The study's insights are particularly aligned with and meaningful for Sarawak's digital economy initiatives. © 2024, Asia Business Research Corporation. All rights reserved. Asia Business Research Corporation 2024 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/114704/1/114704.pdf Chin, Chee-Hua and Wong, Winnie Poh-Ming and Cham, Tat-Huei and Kumarusamy, Risidaxshinni (2024) Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms. Asian Journal of Business Research, 14 (2). pp. 1-24. ISSN 2463-4522; eISSN: 1178-8933 https://ajbr.co.nz/ajbr/ajbr240170.pdf 10.14707/ajbr.240170 |
| spellingShingle | Chin, Chee-Hua Wong, Winnie Poh-Ming Cham, Tat-Huei Kumarusamy, Risidaxshinni Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms |
| title | Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms |
| title_full | Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms |
| title_fullStr | Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms |
| title_full_unstemmed | Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms |
| title_short | Is online shopping a trick or treat? understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms |
| title_sort | is online shopping a trick or treat understanding the perceptions of generation z towards purchasing through tourism e commerce platforms |
| url | http://psasir.upm.edu.my/id/eprint/114704/1/114704.pdf |
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