A study on factor influencing online shopping intention among Generation Y in Malaysia

E-Commerce is one of the vital trading platforms to go worldwide. Hence, it is important to recognize consumers’ online shopping intention. Thus, the study aims to examine factors that influence online shopping intention among generation Y in Malaysia. Researchers had examined three factors that affecting online shopping intention among generation Y. Factors included trust, perceived of usefulness and subjective norm. This study was a descriptive research study. Quantitative data collection method and convenience sampling method had been used. The target population is generation Y in Malaysia. This study used primary data collection method and secondary data collection method. Journal, internet research and text book had been used as secondary data collection. Questionnaire-based survey was used and 100 sets of questionnaires were distributed to respondents and being analyzed by using SPSS. Descriptive analysis, reliability test, Pearson correlation coefficient test and multiple regression analysis were being chosen as data analysis techniques. The findings of this research have exposed that trust, perceived usefulness and subjective norm are the all significant factors in predicting online shopping intention. The findings also revealed that subjective norm is the most significant predicting factor on online shopping intention among generation Y in Malaysia. Findings of this research will provide online marketers with a better understanding on online shopping intention which enable them to improve effective online marketing strategies to gain profitability.