To study the factors that influence consumer behaviour in online purchase for groceries product: case study of Agrobazaar online programme under Federal Agriculture Marketing A uthority (FAMA) company / Nur Farain Hashira Mat Jais

Malaysia is successfully moving towards achieving its goal of becoming an advanced nation by 2020, however, the nation's aspirations go beyond just achieving high income status. Malaysia wants to be a truly advanced country where people enjoy high income along with a greater level of public well-being. To achieve this, the Malaysian Government is applying the Blue Ocean Strategy principles of high impact, low cost and rapid execution to national development through National Blue Ocean Strategy (NBOS). In order to achieve government policies, Agrobazaar Online programmed is created under FAMA company's to help small and medium entrepreneur (SME). It helps them to promote their products in the portal. The factors that influence online purchase behaviour for groceries product had been investigate in this research. Recent observations shows that Agrobazaar Online faced with a few issues as groceries shopping is still new in Malaysia. Therefore, this study aims to investigate the factors that influence online purchase behaviour. Researcher investigated the significant of trustworthiness, perceived use and website image in this study. The result of this study would be obtained through the interview with the 200 respondents of Agrobazaar Online's customers. Researcher recognized the most influenced factors to purchase online for groceries shopping was perceives use. The result from this study is expected to assist the researcher in deriving a better understand how the online purchase works.