False advertising and consumer online purchase behaviour / Ahmed Michail Awad Ahmed and Abdul Kadir Othman

Advertising is one of the main contributors to the rising number of online shoppers worldwide. In the current digital era, digital advertising has emerged as a crucial means of marketing, with a notable global trend in this direction. Amidst the rapid growth of digital advertising, a critical issue has surfaced regarding the prevalence and impact of false advertising on consumer purchasing behaviour online. Some businesses, in fact, incorporate deceptive advertising practices into their marketing strategies. This study aims to examine the variables influencing customers' online purchasing decisions. To achieve this, a survey was distributed to 588 individuals who have made at least one purchase from major e-commerce sites in Malaysia. After the questionnaire's validity and reliability were evaluated, SPSS software was used to collect and analyse the responses. The results show that Malaysian consumers' online buying habits can be significantly impacted by false advertising. Companies can affect consumer perceptions and ultimately influence their purchasing decisions by providing misleading or inaccurate information. This can lead to several negative consequences for consumers, including financial losses, disappointment with purchased products, and erosion of trust in online shopping.