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| Abstract : UNIRAZAK Library |
| Abstract of the project paper submitted to the Senate of Universiti Tun Abdul Razak in partial fulfilment of the requirements for the Master of Business Administration A Study on Factors influence on customers buying behaviour towards online shopping during Covid-19 pandemic in Malaysia By Rahiya Binti Kunji Moidin Kutty October 2022 Online shopping trend has increased in Malaysia especially during covid-19 situation. During this pandemic situation, all face-to-face activities were stuck, and individuals move towards virtual platforms. Thus, the purpose of this study is to examine the online shopping factors (perceived risk, trust, and product variety) influence on consumers online buying behavior in Kelang Valley Malaysia. To attain this purpose, quantitative research methodology was adopted where survey strategy was used to collect the data. In survey strategy, questionnaire was used to collect data from targeted population (customers who preferred online shopping). A total of 327 sample size was selected. Data analysed through SPSS where descriptive and inferential analysis were conducted to give the answer of the research objectives. The findings showed that all three variables (product variety, trust, and perceived risk) are significant predictor of the online buying behavior of consumers in Malaysia. However, product variety found to be a stronger predictor of the online buying behavior of consumers. |
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