Factors influencing online impulse purchase behaviour among generation Y in Malaysia : a study on students in Selangor

Abstract

Recently, online impulse purchase among young generation has increased dramatically. A multitude of evidences show that impulse purchase is widespread online, but relatively limited knowledge on this phenomenon is yet available. As a result, users of online shopping sites in Malaysia have become one of the major challenges for companies involved in e-commerce. The main purpose of this study is to increase the understanding with regards to the relative factors influencing online impulse purchase behavior among Generation Y in Malaysia. Stimulus-organism-response (SOR) model is employed. A total of 250 questionnaires were distributed among students at Selangor in Malaysia. Partial least squares structural equation modeling (PLS-SEM) was employed to conduct Confirmatory Factor Analysis for assessing Measurement model and Structural model for hypotheses testing. The findings of the study reveal that perceived enjoyment has a significant positive influence on online impulse purchase behavior. The findings further reveal that, variety seeking has significant positive influence on perceived enjoyment and online impulse purchase behavior. However, website quality is found to have no significant positive influence on perceived enjoyment and online impulse purchase behavior. Findings from this study will further help service providers, entrepreneur and opportunistic people as well as customers. This study will produce enhanced understanding in formulating digital marketing and customer relationship strategies through online platform. In addition, students and academicians can benefit from this study in the context of Generation Y in Malaysia.