期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：7
页码：368-385
DOI：10.6007/IJARBSS/v11-i7/10460
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The progress of the World Wide Web has led to a new form of e-tailing or internet shopping for retail purchases. Since then, consumer behaviour has become a core factor in online purchases. The determinants of internet orders for consumers should then be taken into account. This paper examines factors which influence the intention of Gen Z to purchase online on a platform. What factors drive Gen Z to purchase online? In order to find this finding, a survey of 315 respondents who resided in Kuala Lumpur in Malaysia was used. Specifically, researchers investigated the relationship between perceived usefulness, perceived ease of use and prior online purchase experience with intention to purchase online. Then, researchers investigated the mediation role of attitude between perceived usefulness, perceived ease of use and prior online purchase experience with intention to purchase. Data confirms that a positive and significant relationship is found between perceived usefulness and perceived ease of use with intention to purchase. Furthermore, a positive and significant relationship is not found between prior online purchase experience and intention to purchase online. Besides, this study claims that attitude mediates the relationship between perceived ease of use and prior online purchase experience with intention to purchase. Smart PLS 3.0 was used to analyse the results following in the quantitative approach. This result shows that e-platform was an effective marketing method for new customers in the younger generation. It also demonstrates that the cyber world plays an important role in digital commercialization making the penetration of consumers faster and easier for brands.
