Factors that influence online purchase intention among Gen-Y in East Coast, Malaysia

The increasing popularity of e-commerce has led to a growing need for understanding the factors that influence consumer behaviour in the digital marketplace. The young generation that is known as Gen-Y, plays a significant role in shaping the future of online shopping, making it crucial to explore their online purchase intention. However, research on online purchase intentions is still lacking, specifically those concentrated on the East Coast, Malaysia. This study aims to examine the effects of trust, attitude, subjective norm, perceived behavioural control, and perceived enjoyment on online purchase intention among the Gen-Y in the East Coast, Malaysia. A questionnaire was distributed online to a convenience sample of 138 Gen-Y individuals aged 25-39 years in 2019, who are residing on the East Coast, Malaysia. The data was analysed using descriptive analysis and the model was later measured using the PLS-SEM. The findings revealed that trust and perceived enjoyment have a significant impact on the online purchase intention among Generation Y in the East Coast, Malaysia but subjective norms, attitudes, and perceived behavioural control were found to be insignificant. This study contributes to a deeper understanding of the factors that influence the online-purchase intention among Gen-Y in the East Coast, Malaysia and provides valuable insights for businesses and marketers. It also provides a theoretical foundation for future research in this field and contributes to the advancement of knowledge in the area. Thus, future research should focus on investigating the impact of other factors such as cultural differences, the socio-economic status, and education level pertaining to the online-purchase intention among the Gen-Y on the East Coast, Malaysia.