Does the theory of planned behavior and perceived enjoyment give a big impact on online purchase intention among Gen-Y in east coast Malaysia?

Abstract

The purpose of this research is to examine the factors that can influence online purchase intention among Gen-Y in East Coast, Malaysia. Nowadays, Gen-Y is the most notable consumer of technology. Shopping online has also become a habit for this technologically literate generation. Thus, this research investigated the relationship between online purchase intentions using a basis model of TPB. A quantitative research design had been employed and conducted on 138 respondents which were among Gen-Y in East Coast, Malaysia. Surprisingly, the results of TPB variables did not affect Gen-Y online purchase intention but trust and perceived enjoyment had positive significance effect on their online purchase intention. This research helps to improve the knowledge of researcher in further understanding the online purchase intention among Gen-Y in East Coast, specifically. The recommendation for the future research is to conduct the research by using a different theory and generation such as Gen-Z in different states.

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