A study on factors influencing post- purchase behaviour in E-commerce of young adults in Malaysia

• Main Author: Chan, Chiew Kong
• Format: Final Year Project / Dissertation / Thesis
• Published: 2024
• Subjects: H Social Sciences (General); HF Commerce; T Technology (General)
• Online Access: http://eprints.utar.edu.my/6746/1/202310%2D02_FYP_Chan_Chiew_Kong_CHAN_CHIEW_KONG.pdf; http://eprints.utar.edu.my/6746/

As e-commerce is experiencing rapid growth with the acceleration from COVID�19 pandemic, acknowledging and identifying the consumers' post-purchase behaviour in e-commerce is pivotal. It has shifted the market trend with the rapid advancement of digital technologies and the increasing popularity of online shopping platforms. Hence, understanding the dynamics of post-purchase behaviour has become imperative for businesses aiming to optimize customer satisfaction and loyalty. Given that young adults are representing the future market's dominant consumer group, gaining insights into their decision-making processes is imperative. This study seeks to explore the factors influencing post-purchase behaviour in e�commerce among young adults in Malaysia, employing the Stimulus-Organism�Response (S-O-R) model to elucidate these dynamics. The research explores various factors such as product availability, product delivery, customer support, and ease of return, which shape young adults' experiences and perceptions in the e�commerce landscape. Additionally, the study considers the impact of cultural differences by narrowing down and focus solely on customers in Malaysia. By investigating these factors, this research aims to provide insights that can inform e-commerce strategies tailored to the preferences and needs of young adult consumers in Malaysia, ultimately contributing to the enhancement of customer relationships and market competitiveness in the digital era. Keywords: Post-Purchase Behaviour, E-commerce, Product Availability, Product Delivery, Product Condition, Customer Support, Ease of Return, Customer Satisfaction, Willingness to Pay More, Repurchase Intention, Word of Mouth Intention, Young Adults, Malaysia