A study on factors affecting online shopping intention towards luxury products among generation Y in Malaysia

Wan, Anna Rosebel Ying Feng and Mongudal, Veronica Jack (2019) A study on factors affecting online shopping intention towards luxury products among generation Y in Malaysia. Final Year Project, UTAR.

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Abstract

Luxury brands always have been comfortable with their traditional way of doing business through classical retail outlets that some are reluctant to change their mind set. Due to advance technology, more luxury brands have started to embrace digital communication and some are even actively engaging themselves in online sales. While older shoppers have traditionally been the growth engine of luxury sales, affluent buyers born after 1980, Generation Y and Generation Z consumers, are now making up over 30 percent of all luxury spending; generating 85 percent of the global luxury growth in 2017. The worldwide online shopping trend is increasing; the same goes to the trend of online shopping in Malaysia which is also increasing. However, the trend of online shopping for luxury products in Malaysia is still very slow. The purpose of this study is to examine factors affecting online shopping intention towards luxury products among Generation Y in Malaysia. The factors used in this study are: perceived usefulness, perceived ease of use, perceived risk, price, and perceived trust. In this research study, there were 213 valid respondents collected from Malaysian’s Generation Y consumers via links and QR code to an online Google form. The data collected data were analyzed using Statistical Package for Social Science (SPSS) software. The results had clearly shown that perceived usefulness, ease of use, and trust has a major significant influence on Generation Y’s online purchase intention towards luxury products. Our findings shows H1, H2, and H5 were supported; perceived usefulness, perceived ease of use, and perceived trust. However, H3 and H4 were rejected as perceived risk and price was found to have an insignificant relationship with Generation Y’s online purchase intention towards luxury products. The implications, limitations and recommendations for future study were discussed.

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