FACTORS INFLUENCING ONLINE PURCHASING INTENTION IN KLANG VALLEY, MALAYSIA

ABSTRACT This study examined the independent variables that influence online purchasing intention in Klang Valley, Malaysia: perceived usefulness, perceived ease of use, perceived enjoyment, and perceived risk. Online purchase intention is the dependent variable. Both the Theory of Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) are the underpinning theory for the research. Data was collected from 384 respondents using a quantitative approach. Online survey questionnaires with 37 items are created, distributed, and collected from responders. The data is then examined with the Statistical Package for the Social Sciences (SPSS) program. Analyses such as the normality and reliability test, Pearson Correlation, and Multiple Linear Regression were used to test the hypotheses proposed in this study. The study found a substantial positive relationship between three independent factors, perceived usefulness, perceived ease of use, and perceived enjoyment, and the dependent variable, online purchasing intention. These are consistent with the hypotheses that have been proposed. However, no significant relationship exists between the independent variable, perceived risk, and the dependent variable, online purchasing intention. The findings of this study may be valuable to marketers, online shopping service providers, and online retailers. As a result, they should focus their efforts on increasing perceived utility, perceived ease of use, and perceived enjoyment in order to retain existing customers and attract new ones