The determinants of online buying behaviour among young customers in Kelantan

• Main Authors: Ahmad Dhiyauddin bin Mohd Zurkarnain, Azimunnisha binti Mohamed Rafeek, Badriatun Nabilah binti Badrishah, Catherine Lim Zhi Ying
• Format: Undergraduate Final Project Report
• Published: 2016
• Online Access: http://discol.umk.edu.my/id/eprint/6775/

The internet nowadays become more fast and covered the entire place in Kelantan even a small child know how to use the. The internet impact had developed a new distribution channel and transaction in fingers. Buyer behaviour is one of the most factors that play a big role in influencing a customer to buy through online. The objective of the study was to study the relationship between the independent variables which were cultural impact, hedonism, utilitarian and eWOM that will influence the customer to purchase online. The primary data was collected through self-administrated survey questionnaire in Kelantan. There were 384 people were chosen from 600,000 people in the urban area of Kelantan. Pearson correlation coefficient was used to test the relationship between independent variable and dependent variable. The value of reliability analysis for the intention to purchase online was 0.64. The value of Cronbach’s alpha for the variable hedonistic and cultural impact based on the reliability analysis were very good with value 0.84 and 0.842. For the future research, the researcher can take into consideration larger sample size across all online customers among generation Y with the objective of generating more accurate and conclusive result.