DOES GEN Y SHOP ONLINE? DISCOVERING THEIR PURHASE INTENTION

Abstract

The impact of Covid 19 has increased the frequency of online shopping at a tremendous rate. By adapting the theory of Technology Acceptance Model, this study is conducted to examine the relationship between perceived ease of use, perceived usefulness and perceived value towards online purchase intention among Generation Y in Malaysia. The study was conducted quantitatively and opts for the judgmental sampling technique under non-probability sampling. An online survey was conducted with 164 valid responses. Data were analyzed using SPSS software version 22. Results revealed that all independent variables (perceived ease of use, perceived usefulness and perceived value) positively influence online purchase intention among Shopee users. Thus, the results of the study confirm the usability of TAM theory in measuring online purchase intention. This study provides valuable insight for marketers, academicians and practitioners about the drivers of online consumers’ purchase intention. Furthermore, this study also postulates valuable insight into the literature by incorporating the perceived value in the existing model.