The relationships of user interface, customer motivation and sales promotional tools to customer preferences toward online shopping platforms in Malacca

• Main Author: Yong Zhi Ying
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2022
• Online Access: http://discol.umk.edu.my/id/eprint/10647/1/Yong%20Zhi%20Ying.pdf; http://discol.umk.edu.my/id/eprint/10647/

Online shopping has become popular in recent years. The purpose of this research is to look into customer preferences toward online shopping platforms in Malacca. The goal of this paper is to investigate the relationships between user interface, customer motivation, and sales promotional tools to customer preferences toward online shopping platforms in Malacca. The citizens of Malacca are the study's target population. Using a quantitative survey approach, this study was able to collect 384 completed online or offline questionnaires from Malacca residents. The respondents for this study were chosen using a simple random sampling method. According to the findings of the hypotheses testing, there are significant relationships between user interface, customer motivation, and sales promotional tools to customer preferences toward online shopping platforms. The sample is taken from a citizen in Malacca. which is not enough to generalize the findings. The future study is suggested to extend the area of the research to other region which different group of respondents.