Factors Influencing Customers’ Online Purchase Intention Among Gen-Y and Gen-Z In Malaysia

The introduction of Internet technology had a significant impact on consumers’ daily activities, and many previously offline activities have now migrated to the online world. In other words, internet retail purchasing has grown in popularity and become an important aspect of consumer life. The convenience of internet purchasing has made it a popular trend among customers, particularly among Gen-Y and Gen-Z. In Malaysia, the expanding use of the internet and online shopping gives a great opportunity in the e-commerce business, particularly online buying. Consumers’ choices have grown substantially as a result of technological advancements, and having access to information via the internet makes purchasing selections easier. This research paper studied the five factors impacting customers’ online purchasing intention which include customer satisfaction, perceived trust, perceived risk, perceived usefulness, and online purchase experience among Gen-Y and Gen-Z in Malaysia. To examine the relationship proposed in the framework, the questionnaires were distributed with a focus on youths aged 15 to 40 as the target demographics. The statistical analyses were then conducted on the 190 collected responses with the aid of SPSS. The findings demonstrated that customer satisfaction and online purchase experience were significant predictors of customers’ online purchase intention, while perceived trust, perceived usefulness, and perceived risk were insignificant predictors.