The factors influencing online purchase intention among Generation Y in Melaka

Yusof, Nurul Balqis (2018) The factors influencing online purchase intention among Generation Y in Melaka. [Student Project]

Abstract

The number of online users has increased rapidly. Alternatively, there seems to be huge number of online users that use Internet for other online activities particularly, checking email. People also use internet to do activities such as seeking information, playing games, entertainment, or communicating with friends. The research objective of this research is to explore the factors influencing online purchase intention among generation Y in Melaka. This research focus on the online purchase intention of generation Y. There are three factor that influence customers online purchase intention which are trust , perceived ease of use and electronic word of mouth. This study was conducted in Melaka city with a total of 50 respondents. The sampling method used in this research is convenience sampling. The data was analyzed using Statistic Package for Social Science (SPSS) software (version 20). The findings show that electronic word of mouth is the most significant relationship with online purchase intention. Therefore, this independent variable is significant and has the greatest impact on the dependent variable which is the online purchase intention among gen Y in Melaka city

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Yusof, Nurul Balqis 2014698762
Contributors:	Contribution Name Email / ID Num. Advisor Muhammad, Nur Syuhada UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Electronic commerce
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons.) Marketing (BA240)
Keywords:	Purchase intention, Customers online purchase
Date:	2018
URI:	https://ir.uitm.edu.my/id/eprint/99342