Online grocery shopping: purchase intention among Malaysian in Kuala Lumpur / Siti Nuruul Sa’adah Awang and Nurhidayah Marsuki

Online grocery shopping (OGS) is indeed known as one of the well-established shopping mediums introduced all around the world, including Malaysia. However, ever since its introduction in Malaysia, the growth of OGS did not seem progressing as expected due to certain factors. Thus, this study is conducted to identify two research objectives proposed; to determine the relationship between the determinants and the purchasing intention amongst Malaysians in Kuala Lumpur on OGS and to identify the most influential determinants that affecting purchasing intention among Malaysians in Kuala Lumpur. There are 4 determinants proposed; product quality, price sensitivity, customer privacy and security and convenience offered in OGS that was believed to have direct relationship with the customer’s purchase intention. In this study, the descriptive research design will be apply as a guideline to collect and analyzed the data. In order to collect the data, the quantitative method will be used by using online questionnaire so that the data collected would be relevant. After pilot test had been conducted, the constructed research instrument that was adapted from the previous studies was distributed to the 390 respondents in Kuala Lumpur based on convenient sampling technique. From the data analysis, it was found that all of the determinants proposed have relationship with the customer’s purchase intention, with product quality give the highest influential level that affecting the customer’s purchase intention.