NDLI: Factors Influencing Online Buying Behaviour of Generation Y

Please wait, while we are loading the content...

Factors Influencing Online Buying Behaviour of Generation Y

Content Provider	Semantic Scholar
Author	Abidin, Muna Wadhiha Mohd Fauzi Muhamad Khalil Bin Omar Rozilah
Copyright Year	2019
Abstract	The e-commerce has shown an upward trend in Malaysia, providing online transaction platform for both domestic and global market which benefits business and consumer. Despite the fact that Generation Y has the largest buying power and always use the internet in their daily life, certain online retail has not been successful in taking advantage of ecommerce in building relationships with these consumers. According to Noble, Haytko, and Phillips (2009) Generation Y consumers have become an important marketing segment in the global marketplace over the past two decades. However, there is only a few studies that focus on Generation Y buying behavior that can be found. Thus, this study aims to investigate the relationship between subjective norms, online reviews and price towards Generation Y online buying behavior. Questionnaires were distributed to 120 respondents. All the questions were designed to be close-ended for easy analysis of the feedback and the “Likert-type scale” was used to ascertain the level of agreement or disagreement with regard to online shopping preference. The replies have been analyzed for frequency distribution and means average using IBM SPSS Version 23. The outcomes of the study indicated that all three independent variables which were subjective norms, online reviews and price show significant relationships with Generation Y online buying behavior. The results also indicated that online review was the strongest predictor that affects online buying behavior of Generation Y.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://www.ijbel.com/wp-content/uploads/2019/01/BUS-25.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

Central Library (ISO-9001:2015 Certified)
Indian Institute of Technology Kharagpur
Kharagpur, West Bengal, India | PIN - 721302

See location in the Map
03222 282435
Mail: support@ndl.gov.in

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in