Factors affecting online shopping behaviour amongst youth in Bentong, Pahang & Segamat, Johore / Nazatul Farahiyah Faiqah Johan and Nur Auni Faqihah Salleh

Nowadays, the trend of online shopping has changed tremendously in Malaysia especially during our country are facing with COVID-19 pandemic and Movement Control Order (MCO). This situational factor might contribute for the trend of online shopping as many physical stores are has to close down and several sector able to operate within the specified time. Indirectly, it has forces people to learn and expose to many online shopping platforms. It’s become one of the competitive advantages for the marketers or entrepreneurs to improve their approaches and strategies in understanding the youth consumer behaviour in purchasing one product. Hoping this research may helpful for the marketers and entrepreneur to understand more deeply and do not ignore the perspective of youth consumer as one of their targeted customers. Therefore, a set of questionnaires was distributed through google form in order to develop and understand deeply about the pattern, trend and perception of human behaviour towards the online shopping for the youth specifically. A total of 150 respondents from Pahang (Bentong) and Johor (Segamat) youth has participates to answer this survey. A cross- sectional design with quantitative methods are used in order to measure accurately the findings based on the primary sources. This study indicates convenience, time and cost efficiency, website design quality and trust has contributed to the factors of online shopping behaviour amongst youth in Malaysia. The ultimate goal of this study is to identify which the factors that has the most significant factor in influencing the online purchase intention amongst youth in Malaysia. All the data and information gathered also has been extended in this study.