Factors influencing online purchase intention amongst Malay females of gen Z in Central Melaka

Online shopping is growing rapidly around the world and started to replace traditional way of shopping through brick and mortar. The purpose of this study was to provide better picture of factors influencing online purchase intention among st Malay Females of Gen Z in Central Melaka. The Technology Acceptance Model and Theory of Planned Behavior were employed in order to develop the conceptual framework. Four factors namely perceived ease of use, perceived usefulness, website design and subjective norms were tested. Data were gathered from 383 respondents by using stratified sampling method. The actual data collected will be analysed *sing Statistical Package for Social Science (SPSS) version 22. Pearson Correlation and Multiple Regression Analysis were conducted to analyse the data. Findings of this research have discovered that perceived ease of use, perceived usefulness, website design and subjective norms were significantly related to the online purchase intention. Furthermore, perceived ease of use was found to be the most significant factor that influenced intention to purchase online. Findings of this study can be beneficial for online retailer in order to draw further strategy in attracting new customers through online shopping. Implications of the research were discussed in detail