Factors that affect online shopping behaviour on e-business platform towards Generation Y in Malaysia

Fast development of innovation, business associations have changed over from the conventional strategy for pitching products to an electronic technique for offering merchandise. Business associations utilize the web as a fundamental vehicle to direct business exchanges. As the desires for online customers rise, their fulfilment with online retailers has declined. Using an online shopping scenario, undergraduate commerce entrepreneurship students evaluated the effects of six website factors on consumer online shopping behaviour toward e-business platform. 384 respondents from Generation Y in North Zone of Peninsular Malaysia participated in this survey. Results indicate that the six website factors (ease of use, product information, entertainment, trust, customer support, and currency) affect consumer online shopping behaviour toward e-business platform. These findings suggest that e-business retailers should emphasize site factors that best suit the involvement and experience profile of their consumers