This paper intends to study on the potential factors which could be the purchasing motivators towards Digital Media in Malaysia. These proposed factors are namely Size, Price, Payment Option, Security, and Accessibility. Five propositions were suggested with these five factors based on a theoretical framework from a past research. The study revealed that significant relationships exist between Price and Payment Option against future purchase intent of Digital Media. The study concludes with several recommendations which could potentially increase the uptake of digital media within the local marketplace.
Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)