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You searched Library Catalogue - Title: study on the problems and challenges faced by first year students from Penang Medical College during their studies in Ireland / Masitah Binti Shahabudin
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Call Number (WOU)
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SP CEMBA 2017 43
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Author
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Neoh, Chuen Fong
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Title
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A study of social media impact on online buying propensity : an empirical assessment of e-Commerce among Penang consumers. / Neoh Chuen Fong.
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Abstract
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Electric commerce is one of the crucial global trading methods and has determined tremendous changes in consumer behaviour. With the impeccable Internet technology advancement, consumers are also bound exhibit different buying behaviour when shopping virtually. This research study aims to investigate the determinants of e-buying propensity towards e-commerce success and the impact of social media on buying propensity among consumers. The scope of the study focuses on the consumers in Penang, Malaysia. The dependent factor being the Online Buying Behaviour among Penangites. The relevant of independent variables being Perceived Benefits, Perceived Risks, Perceived Enjoyment, Psychological Factors and Website Designs. Lastly, the moderating variable being the Social Media Influence. The data was gathered by disseminating 150 questionnaires to online shoppers using convenience sampling, and 121 of the questionnaire recipients responded yielding approximately 80% of response. The results were then interpreted with Statistical Package of Social Sciences Software (SPSS). Findings of the study revealed that perceived benefits, perceived enjoyment and website designs were the significant variables at 5% of significant level. Perceived risks and psychological factors were found out to be the insignificant variables. The result of this study also suggest that social media influence plays a moderating role in the relationship between perceived benefits, perceived enjoyment and online buying behaviour. In addition to this, the e-buying propensity depends on consumers' usage of social networks. Based on the established predictive model, we can conclude that perceived enjoyment has the strongest positive impact on online buying behaviour; followed by perceived benefits. The limitations encountered in this study included generalization, geographical restriction, social norms and cultural influence. It was proposed that future research to adopt a larger study area with additional variables taken from existing research. This study’s findings met the overall research objectives posed as well as provided solutions for the problem statement which addressed the lack of in-depth studies; whilst contributing to new empirical insights by establishing a predictive model for the buying propensity of e-commerce success in Penang, Malaysia. This research study provides marketers with insights into how the factors influencing purchasing patterns of online consumers in Penang. The study suggests that in order to enhance the consumers’ purchase intention, Penang’s online stores should build strategies to better address the benefits and enjoyment of shopping online; in addition to the social media communication, instead of merely focusing on risks, trustworthiness and website designs
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Electronic commerce.
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