The Determinant Factors Influencing Online Purchase Intention Among Citizen at Politeknik Tuanku Sultanah Bahiyah

Abstract

The purpose of this study is to investigate the determinant factors influencing online purchase intention of an e-commerce platform. This research selected Shopee Malaysia as the target e-commerce platform and Theory of Planned Behaviour (TPB) was underpinned to determine the relationship between trust, promotion, website quality and online purchase intention at Shopee Malaysia. Online purchase intention can be defined as consumers' willingness to buy a product or service from a particular website. Hence, it is important to analysed how the three dimensions tend to influence the overall online purchase intention in the e-commerce industry. Data for this study was collected from a sample of 361 respondents from Politeknik Tuanku Sultanah Bahiyah (PTSB), Kulim, Kedah who experienced purchasing products via Shopee Malaysia and the collected data was analysed by using SmartPLS version 4. The findings revealed that three dimensions which are trust, promotion and website quality have significant influence on online purchase intention. As a result, it is suggested for Shopee Malaysia to appropriately apply relevant specific tactics to enhance those components as well as online purchase intention. Future research is suggested to replicate this study to consumer in other states in Malaysia. Next, it is suggested to test other variables such as perceived trust, perceived ease of use and perceived of usefulness to deeply evaluate respondent perception and intention to use Shopee. In addition, future researcher can emphasize on other e-commerce platform in Malaysia other than Shopee.

Keywords: Online Purchase Intention, Trust, Promotion, Website Quality, Theory of Planned Behaviour.