Consumer Purchase Behaviour Towards Online Grocery in Melaka


Fong, Ching Ming and Mat Hasan, Nor Hasliza and Rahmat, Siti Munirah and Abenoh, Nazrul‘Aini (2020) Consumer Purchase Behaviour Towards Online Grocery in Melaka. International Journal of Business, Economics and Law, 23 (1). pp. 25-31. ISSN 2289 - 1552

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The growth of traditional grocery has been slowing down in recent years because of the emergence of online grocery shopping in Malaysia. Consumers are now more preferable to shop their groceries online compared with traditional groceries. Online grocery allows shoppers to make a comparison of prices between goods efficiently. Shoppers now can have more extensive choices of goods. They can compare goods without looking for the goods physically. Online grocery shopping appeals to be more comfortable because consumers can now purchase their groceries from home without the need to travel to a supermarket, pushing the shopping cart, and waiting in the queue for payment. This article aims to examine the effect of perceived usefulness and perceived ease of use towards consumer purchase behaviour in online grocery in Melaka. A sample of 156 questionnaires was distributed from different generations of people, including baby boomers, Generation X, Generation Y, and Generation Z in Melaka. The data was interpreted using Statistical Package for Social Science (SPSS) Version 24. It can be concluded that perceived usefulness and perceived ease of use have significant effects on consumer purchase behaviour towards online grocery use in Melaka.

Item Type: Article
Uncontrolled Keywords: Electronic commerce, Online groceries, consumer purchase behaviour, perceived usefulness, perceived ease of use, shopping
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions: Faculty of Business (FOB)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 12 Sep 2021 14:04
Last Modified: 12 Sep 2021 14:04


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