Citation

Tan, Pei Kian and Samsuri, Kejora and Fong, Stany Wee Lian (2026) Factors Influencing the Purchase Intention Among Young Adults in Malaysia on O2O (Online-to-Offline) Commerce: A Case Study on Food and Beverages Industry. Studies in Systems, Decision and Control, 612. pp. 797-813. ISSN 2198-4182

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Abstract

O2O (online-to-offline) commerce is swiftly gaining traction amongst Malaysian with the rapid growth of phone penetration and greater internet coverage. This commerce which integrates both traditional and modern commerce have brought a new life to the physical stores. Malaysia’s O2O commerce F&B industry is considered the key market that has strong potential but is still in the development phase with several challenges and difficulties. Moreover, the purchase behaviour is also one of the most fundamental sources of generating profit for any business. From that perspective, this research aims to discuss several factors that affect the purchase intention in O2O commerce among young adults in Malaysia, specifically in the F&B industry. This research has provided an appropriate framework in which to locate the answers to the research objectives. Basically, this research consists of five independent variables, which are perceived usefulness, perceived ease of use, customer experience, perceived quality, and perceived risk. 150 questionnaires were collected through convenience sampling method and analysed through SPSS. In addition, Multiple Linear Regression (MLR) was used to test the research hypotheses. Results show that all independent variables have positive impact on dependent variable. As such, the findings of this study could be a useful contribution to the O2O F&B industry stakeholders by enabling them to understand the major factors that drive customer purchase intention and motivate consumers to actively participate in O2O commerce.

Item Type:	Article
Uncontrolled Keywords:	Purchase intention
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	10 Feb 2026 04:51
Last Modified:	10 Feb 2026 04:51
URII:	http://shdl.mmu.edu.my/id/eprint/15298

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