Factors influencing online purchase intention of shopee's consumers in Malaysia

Abstract

The purpose of this study is to investigate the factors influencing online purchase intention of an e-commerce platform at Johor Bahru, Malaysia. This research selected Shopee Malaysia as the target e-commerce platform and a few variables from Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) tend to be used and analyzed the online purchase intention of Shopee’s consumers. Online purchase intention can be defined as a situation when an individual plan to purchase a particular good or service through the internet. Hence, it is important to analyze how the four dimensions tend to influence the overall online purchase intention in the e-commerce industry. In Malaysia, e-commerce business is gradually expanding, and it is significant for online retailers to clearly understand which dimensions enable to stand out among other competitors and increase online purchase intention. Data for this study were collected from a sample of 90 guests who live in Johor Bahru and had experienced in purchasing products via Shopee Malaysia. The collected data was analyzed using Statistical Package for Social Science (SPSS) version 23.0 and Partial Least Squares (PLS-SEM) with SmartPLS version 3. The findings revealed that two dimensions which are perceived usefulness and subjective norm positively influence online purchase intention whereas, two dimensions which are perceived ease of use and trust do not have a significant impact. As a result, it is suggested for Shopee Malaysia to appropriately apply relevant specific tactics to enhance those components as well as online purchase intention.