The factors that influencing customer purchase intention for buying digital items / Najwa Syahira Kamaroddin

Digital items is famous for nowadays generations. They know which providers or companies sell all the items they want. A digital item consists of software, audio, music, graphic for wallpaper, and many others. With this thing that exist it will create a relationship among the social networking users or customers with other users. This study is helping to provide more understanding why all this people tend to buy the digital items instead they can get it free without premium access. A descriptive study being conducted for this research whereby the data is being collected from 100 respondents. Likert scale questionnaires are being distributed to the residents at Section 17 Shah Alam. The data obtained is being analyzed using reliability test, Pearson correlation, and multiple regression. The objectives of this study are to determine the factors that influencing customers purchase intention for buying digital items. The result from the study indicate that two factors of independent variables (functional value and emotional value) had significant relationship towards customers purchase intention for buying digital items.