The rise of online purchases during the pandemic COVID-19: factors influencing youth purchase behaviour in Negeri Sembilan / Syahiratul Nisa Shahazlan and Nur Amira Amirudin

The increased digital usage in Malaysia during the Covid 19 pandemic is driving the growth of the e-commerce industry. The expanding market is now witnessing the rise of active online shopping. A study is being undertaken among the youth in Negeri Sembilan to identify the factors influencing youth online purchase behaviour during the pandemic Covid-19. A convenience sample method was employed to collect 400 respondents from youths in Negeri Sembilan through the distribution of an online questionnaire designated using a Google Form. The data collected was then analysed using the Pearson Correlation Coefficient (PCC) in SPSS software. Three variables were utilised to examine the factors influencing youth purchase behaviour namely price, convenience, and security. The findings indicate that price and convenience factors influence youth online purchase behaviour toward e-commerce platforms. Security, on the other hand, has a negative impact on online purchase. This due to the fact that the security offer remains suspicious in performing online transactions. These insights are then used to make appropriate recommendations, such as greater web design, free shipping incentives, and the increase of perceived security. It is anticipated that this paper contributes a comprehensive understanding of consumer behaviour and provides merchants with valuable information to consider in effort to provide consumers with a great online platform experience.