THE FACTORS INFLUENCING YOUNG ADULTS’ PREFERENCE FOR ONLINE OVER PHYSICAL SHOPPING IN MALAYSIA: A CONCEPTUAL ANALYSIS

Abstract

In Malaysia, young adults are increasingly turning away from traditional retail methods of purchasing and toward e-commerce, which is growing at a significant rate. This research examines the main determinants of why young adults are choosing to shop online. The research looks at the perceived ease of use of e-commerce platforms, the perceived usefulness of those platforms, and prior experience shopping online to determine the main factors affecting the online shopping preference of young adults. Based on the Technology Acceptance Model, this study demonstrates how the cognitive beliefs and experiential aspects of a consumer influence the manner in which the consumer decides to purchase goods digitally in Malaysia. The results from the study demonstrate that usability, functional benefits, and the cumulative experience of shopping online greatly influence young adults in their inclination toward online shopping. As a result, this research enhances theoretical knowledge of e-commerce by utilising the Technology Acceptance Model by incorporating experiential element, while also providing significant and practical information for retailers and policymakers to improve strategies for e-retailing and to increase consumer awareness and involvement in the rapidly developing e-commerce market within Malaysia.