Citation

Lau, Lik Sing (2024) Factors of Malaysia shopper switch from Brick-Mortar stores to E-Commerce in Fast-Moving Consumer Goods (FMCG) sector. Masters thesis, Multimedia University.

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Abstract

The global retail market faces significant challenges, yet Fast-Moving Consumer Goods (FMCG) products remain essential, driving substantial consumer spending. As consumer preferences evolve, the industry is adapting by integrating online and offline experiences. This discussion has become relevant to the industry as it identifies factors influencing shoppers to shift to e-commerce. The Technology Acceptance Model 2 (TAM 2) is being employed in the study in order to ascertain the determinants that prompt the transition of shoppers from traditional brick-and-mortar retail settings to E-commerce within the fast-moving consumers goods (FMCG) sector in Malaysia. We will be adopting quantitative research techniques in this study, total data collected from 444 participants who have purchased consumer products in Malaysia. The purposive sampling method ensured that the sample was representative of individuals who are actively engaged in purchasing fast-moving consumers goods (FMCG) products. The findings reveal a significant relationship between the independent variables (perceived usefulness, subjective norm, perceived enjoyment, perceived risk, perceived ease of use, and perceived external pressure) and the dependent variable (purchase behavioural intention). The study's results provide valuable insights for the fast-moving consumers goods (FMCG) industry, helping companies understand the factors driving shoppers to switch to online shopping. By recognizing these factors, businesses can more accurately tailor their marketing strategies to meet consumer needs and preferences. This understanding enables fast-moving consumers goods (FMCG) companies to create more effective online shopping experiences, ultimately enhancing customer satisfaction and loyalty. Consequently, the integration of these findings into marketing strategies can lead to improved performance in the competitive retail market.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.32 .L38 2024
Uncontrolled Keywords:	Consumer behavior. Consumers' preferences
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 05:56
Last Modified:	22 May 2025 05:56
URII:	http://shdl.mmu.edu.my/id/eprint/13805

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