Citation

Yeow, Jian Ai and Ng, Poh Kiat and Kielarova, Somlak Wannarumon and Yusof, Afandi (2026) Cultivating Purchase Intentions in the Era of e-Mass Customization: The Interplay of Unique Lifestyle Desires and Perceived Risks. PaperASIA, 42 (3b). ISSN 0218-4540

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Abstract

Residential energy consumption accounts for approximately 30% of global energy usage, with significant This study examines Malaysian consumers' behaviours when it comes to e-mass customization (e-MC), which is becoming a more common business model in our local e-commerce market. With Malaysia's online shopping sector growing rapidly, it's important to understand what drives consumers, especially their preferences, motivation, and how they see things like product uniqueness or risks. Using the Theory of Reasoned Action (TRA) as the base, this study also includes factors such as the desire for unique lifestyle products and perceived risk to find out what affects purchase intentions for e-MC in Malaysia. The main issue explored in this research is the lack of a clear understanding of how Malaysian consumers react to product uniqueness and the risks involved when they are given options to customise online. A quantitative method was used, where 220 online shoppers from Malaysia responded to an online questionnaire. The results showed that people who value unique lifestyle products tend to have more positive attitudes and are more influenced by social opinions when it comes to customisation. On the other hand, when people feel that there are risks (like product uncertainty or safety issues), their attitude and social pressure to customise are affected in a negative way. Moreover, the findings reveal that a good attitude towards e-MC and strong social influence can lead to higher chances of buying. This highlights how important it is to focus on the consumer’s desire to stand out and, at the same time, reduce their fears about buying customised products online. This research gives helpful suggestions to businesses in Malaysia’s e-commerce industry, especially those looking to improve their digital customisation strategies and better connect with consumers. Lastly, this study also suggests that future research should explore consumer behaviour across different cultures and over a longer period of time to see how trends might change.

Item Type:	Article
Uncontrolled Keywords:	Unique lifestyle products, Perceived risk, e-mass customisation
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB) Faculty of Engineering and Technology (FET)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	03 Sep 2026 04:19
Last Modified:	03 Sep 2026 04:19
URII:	http://shdl.mmu.edu.my/id/eprint/16606

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