E-commerce usage and the buying behaviour of generation y in Malaysia

Abstract

E-commerce is getting the spotlight in recent years, especially in Malaysia. People are now looking at a new way of shopping experience which is to shop online rather than sticking to old traditional way of stepping out from home and wasting time travelling to get supplies or products. This study explored the main factors that affect the likes of Generation Y in Malaysia in using online shopping/e-commerce. Besides that, their buying behaviour and selection of products are also being investigated so that it can be understand that how Generation Y in Malaysia make their choices on products right now. This survey was carried out by taking a convenient sample with distributing 80 questionnaires to student of Universiti Sains Malaysia. Logistic regression model was employed to find out the important factors that affect their liking. The results obtained reveal that the advertisement viewed by Generation Y has a significant contribution to their liking of using e-commerce. Their positive buying behaviour changes with the categories of product that they purchased as well.