Evaluating Mobile Shopping Purchase Intention amongst Gen Y: Evidence from Malaysia

 

Zuhal Hussein

Faculty of Business Management, Universiti Teknologi MARA, K Kota Bharu, Kelantan

zuhal@kelantan.uitm.edu.my

 

Abstract

Generation Y is known as Millennials and also acknowledged as sophisticated and technology wise for which the internet became their forte. With the advancements of Internet technology especially the usage of smartphone to shop online, mobile shopping in this generation is significant and critical for exploration. While a large number of mobile phone consumers are connected to the Internet, it is also variety of online promotion appears aggressively to attract the customers’. As such research on what drives consumers to purchase online has typically been fragmented. In Malaysia setting, it is reported that- mobile phone users were dominated by generation Y users. As the reports indicate, users fully embrace the concept of getting connected everywhere at any time. With pattern showing increasing consumer subscriptions for mobile data usage, it thus indicates the importance of the purchase intentions of online users among Gen Y. The aim of this paper is to model the effect of the Gen Y consumers’ usefulness, ease of use and enjoyment of their online behaviors on mobile purchase intention. This research is to propose that when Gen Y consumers shop online through mobile applications, their behavior is an important factor in terms of usefulness, ease of use and enjoyment to influence the consumer’s intention. To test this proposition, one hundred and sixty usable responses were collected using non-probability sampling. The conceptual model was tested using correlation and regression analysis. The findings show that the effect of a consumer’s perception on the usefulness, ease of use and enjoyment of online shopping towards purchase intentions were significant. We conclude that Gen Y has a strong influence on mobile purchase intentions. Research implications, limitations and suggestions for future researches were also discussed

 

Keywords: Gen Y, usefulness, ease of use, enjoyment and online purchase intention.


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CITATION: Abstracts & Proceedings of SOCIOINT 2016- 3rd International Conference on Education, Social Sciences and Humanities, 23-25 May 2016- Istanbul, Turkey

ISBN: 978-605-64453-7-8