Australian Journal of Basic and Applied Sciences, 6(8): 28-35, 2012

ISSN 1991-8178

A Study Of E-Shopping Intention In Malaysia: The Influence Of Generation X & Y

1
Shaheen Mansori (PhD), 2Cheng Boon Liat (PhD), 3Lee Hui Shan
1
INTI International University Faculty of Business, Law and Communication Persiaran Perdana BBN
Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia
2
Universiti Tun Abdul Razak Bank Rakyat School of Business and Entrepreneurship Malaysia
3
INTI International University-Faculty of Business, Law and Communication Malaysia

Abstract: Developments in the commercial sector, coupled with the increasing popularity of the
Internet in recent years, have made Malaysian companies more aware of the importance of E-business
in gaining a competitive edge in the global market. Therefore, a better understanding of the factors that
influence online shopping intention would help in planning better marketing strategies in targeted
segments. In this study, five variables on online shopping intention were selected, namely perceived
benefits, website characteristics, perceived risks, perceived pricing as well as product and service
attributes. Findings from 200 respondents of Generation X and Y showed that four factors significantly
influenced online shopping intention. The one exception was product and service attributes. The
generation gap was found to have a moderating effect on the relationships between perceived benefit,
website characteristics, and online shopping intention.

Key words: Online shopping intention, consumer behaviour, Generation X, Generation Y

INTRODUCTION

Thanks to globalization, the use of information technology (IT) has spread rapidly, leading to the
popularization of the Internet (2002). According to Damanpour and Damanpour (2001), the Internet has not only
changed the lifestyle of individuals, but also the way companies conduct businesses, communicate and share
information, as well as sell and purchase products and services. Sulaiman et al. (2008) highlight the fact that
most companies use the Internet to cut marketing costs and to improve competitiveness. They assert that, in line
with customer satisfaction and improving the profit margin. Undoubtedly, electronic commerce (E-commerce)
is here to stay. Electronic commerce can be defined as commerce that is dependent upon digital communication
and information technology. E-commerce is also defined as selling and buying of products and services via
computer networks, mainly the Internet (Wen, Chen, and Hwang 2001).
According to Internet World Stats (2010) Malaysian Internet usage rose sharply from 15% of the population
in 2000 to 64.6% of the population in 2010, which is equivalent to 17 million Internet users. Hence, it is not
surprising that online shopping in Malaysia is on the rise (Paynter and Lim 2001). Based on a survey report by
Nielson company, Malaysians spent RM1.8 billion on online shopping in 2010 (The Star, 2010). This figure is
estimated to triple in the subsequent three years. Apparently, consumers tend to look for alternative ways to
shop more conveniently. Online shopping seems to be a viable option. Invariably, online shopping has created
new challenges for companies to come out with better products and services as well as convenient shopping
alternatives in order to maximize customer satisfaction (Wen, Chen, and Hwang 2001). Thus, it is crucial to
identify the factors affecting online shopping intention in order for companies to improve or devise new
business strategies.

2.0 Literature Review:

2.1 Online Shopping Intention:
Online shopping intention is derived from purchase intention (Close and Kukar-Kinney 2010). Howard and
Sheth (1969) define purchase intention as a cognitive state that reflects a consumer’s plan to purchase products
and services in a specified period of time. Bai et al. (2008) affirm that purchase intention is the primary result of
pre-purchase satisfaction in an E-commerce context. Close and Kukar-Kinney (2010) define online shopping
intention as the intention of online shoppers to purchase products and services via the Internet, or use the virtual
shopping cart as a means to buy things during an online session. Accordingly, the virtual shopping cart acts as a
functional holding place which is required to temporarily keep or hold the intended purchase items prior to
completing the purchase transaction. Chen et al. (2010) believe that online shopping intention is the vital
predictor of actual purchasing behaviour. They add that it reveals the desire of online shoppers to complete a
purchase transaction via the virtual stores or websites.

Corresponding Author: Shaheen Mansori (PhD), INTI International University Faculty of Business, Law and
Communication Persiaran Perdana BBN Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia
Tel :( +606)7982000 & Fax :( +606)7997513
E-mail: Shaheen.mansori@newinti.edu.my
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2.3 Perceived Benefit:

The attitude and consumer behaviour towards online shopping environment depend on consumers’
perception of the activities conducted on the Internet as compared to traditional shopping (Soopramanien and
Robertson 2007) time efficiency and convenience are the main factors that influence online shopping
(Morganosky and Cude 2000). According to Chen et al. (2010), convenience refers to online shopping practices
which can reduce consumers’ time and effort in the transaction process. To et al. (2007) find that online
shopping is not limited by space, time and weather. Thus, consumers can enjoy more a comfortable, convenient
and flexible shopping environment. E-commerce gives consumers the opportunity to economize on time and
effort owing to the ease of locating the merchants, selecting the products or services and procuring them
(Schaupp and Bélanger 2005). Besides, lack of sociality is one of the preferred online shopping characteristics
(To, Liao, and Lin 2007). Lack of sociality refers to the extent of fulfilment to purchase the products through
online stores without having human interaction with sales persons or service staff (Lawler and Joseph 2006). To
et al. (2007) mention in their research in a Taiwan context that online shoppers can browse through the
merchandise as they like via online interface without being followed around or interrupted by sales persons.
Thus, it can reduce unnecessary social interaction. Wolhandler (1999) supports the view and comments that the
lack of pressure from sales persons contributes to a more enjoyable shopping experience on the Internet.
However, Lawler and Joseph (2006) show that lack of sociality does not have a great impact on online
shopping, as compared with other factors, in the context of the United States.
Taking into account these considerations, the following hypotheses have been developed for this study:
H1: There is a relationship between “perceived benefit” and online shopping intention.

2.4 Website Characteristics:

Website characteristics play an important role in online purchase intention (Beldona, Morrison, and O'Leary
2005). A well-developed website, in terms of content and functions, increases online shopping intention and
customer satisfaction, and ultimately increases the return rate (Chen, Hsu, and Lin 2010; Schaupp and Bélanger
2005) Internet users are motivated to engage in online shopping activities because of the stimulating effects of
attractive and interesting e-tailer websites (Ganesh et al. 2010). Likewise, the findings from Dong and Seon
(2010) in the Republic of Korea show that graphics and colours contribute to pleasing and arousing customers
when they are engaged in online shopping activities; hence both have subsequent effect on purchase intention.
Ducoffe (1996) defines perceived informativeness as the ability to provide the necessary information to a
target audience. According to Hausman and Siekpe (2009), one of the need-satisfying functions in E-commerce
is informational content. They have found that an informative website allows online shoppers or prospective
customers to compare and evaluate among the alternatives, thus maximizing customer satisfaction and
stimulating online purchase intention. Similarly, Schaupp and Bélanger (2005) affirm that a rich content
increases the likelihood of online purchases as it helps online customers to make more informed decisions and
improve their confidence in online websites (Kim, Kim, and Park 2010).
Other studies indicate the importance of desirable functions in online websites such as product catalogue,
price comparison tool, search engine, shopping carts, and tracing mechanisms. Based on the findings by Chen et
al. (2010) the user-friendly interface and ease of use have significant impact on online purchase intention for
Taiwanese Internet users. Schaupp and Bélanger (2005) show that interactive mechanisms enhance the
reputation of e-tailers, and impact online shopping intention positively. Therefore, the following hypothesis has
been developed:
H2: There is a relationship between “website characteristics” and online shopping intention.

2.5 Perceived Risk:

Schaupp and Bélanger (2005) define security risk as a condition or circumstance that might cause economic
hardship to network resources or data in terms of destruction, data modification, fraud, abuse and waste. Chen et
al. (2010) comment that security risk affects online purchase intention. Lim (2003) affirms that the more risk the
consumer perceives, the lesser the chance of a business transaction being completed. Lee and Huddleston (2010)
suggest that analyzing the types and roles of different perceived risks will provide businesses and e-tailers a
better understanding of consumer behaviour with regard to online shopping. Perceived financial risk is also
considered as economic risk. It is defined as the possibility of monetary loss due to online shopping (Lim 2003).
Moreover, there is also the possibility of privacy risk, which is associated with the concern of loss of
privacy due to consumers having to provide personal information when they shop online (Lee and Huddleston
2010). According to Eastlick et al. (2006), privacy can be defined as the ability of consumers to manage, control
and selectively disclose their personal information. Thus, Chen et al. (2010) suggest that privacy policies are
needed to eliminate consumer privacy concerns and enhance online shopping intention. Therefore, the following
hypothesis has been developed:
H3: There is a relationship between “perceived risk” and online shopping intention.

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2.6 Perceived Pricing:

Price can be defined as the amount of money that a customer needs to sacrifice in order to obtain a product
or service (Ashton et al. 2010). Kotler and Keller (2011)state that price is the agreed exchange value to obtain
the ownership of products or experience a service. Price can be considered as one of the most important criteria
which affect the consumer’s purchase intention and decision. In online shopping, pricing normally refers to the
price of the product and also the shipping cost or postage (Kim, Kim, and Park 2010).
Perceived pricing is believed to have a significant influence on online purchasing intention (Beldona,
Morrison, and O'Leary 2005; Kim, Kim, and Park 2010). The time-saving aspects, convenience and other
functional features of online markets facilitate the comparison of prices for similar products; hence online
shoppers are becoming more price-conscious (Jiang 2002; Moon, Chadee, and Tikoo 2008). Nevertheless,
shipping cost and handling fees may deter online shoppers from making a purchase (Close and Kukar-Kinney
2010) as these could add considerably to the price of the product. Therefore, the following hypothesis has been
developed:
H4: There is a relationship between “perceived pricing” and online shopping intention.

2.7 Products and Services Attributes:

According to Kotler and Keller (2011) a product or service is the core element in the marketing mix.
Jarvenpaa and Todd (1996) show that e-tailers who offer a wide selection or a variety of products are more
successful. Yet other studies (e.g., Schaupp and Bélanger 2005) have shown that offering exclusive and
specialty products as well as seasonal products are significantly important in online business. This study also
highlights the importance of product customization; it is the value-adding feature that might enhance online
shopping intention. Product customization refers to the consumer’s ability to customize their products or
services according to personal preferences (Zhu and Kraemer 2002; Schaupp and Bélanger 2005). Previous
studies have also pointed out that customized products or services should be developed to give a competitive
edge to online businesses (To, Liao, and Lin 2007).
As online shopping does not involve direct human contact in the transaction, excellent customer service is
crucial to achieving customer satisfaction (Ha and Stoel 2009). According to Chen and Tan (2004), customer
service quality has a direct influence on the attitude of consumers when using virtual stores. They add that
perceived service quality has a positive relationship with customer satisfaction and increase the likelihood to
purchase. Besides customer service, delivery of the product is another vital service in e-business. Schaupp and
Bélanger (2005) highlight the importance of timely and reliable delivery of products in contributing to customer
satisfaction. Therefore, the following hypothesis has been developed:
H5: There is a relationship between “product and service attributes” and online shopping intention.

2.8 Proposed Research Framework:

Based on previous literatures and studies, a proposed research framework is designed as below (see Figure
1):

Fig. 1: Proposed Research Framework

3.0 Methodology:
Questionnaires were used for primary data collection. Target respondents for the questionnaires were
existing and potential online shopping consumers who belonged to Generation X or Y in Malaysia. A total of
200 respondents participated, Owing to time constraint, convenience sampling was adopted for this research.
The questionnaires were distributed to participants in public areas in Kuala Lumpur, the capital city of Malaysia,

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where there is a high density of population and fairly easy to select respondents who were Internet–users. To
minimize response error, the questionnaires were distributed on a face-to-face basis so that the researcher was
able to answer queries, if any, from the respondents.
The questionnaire was divided into three parts. All the questions were designed to be close-ended for easy
analysis of the feedback. Section A used the “Likert-type scale” to ascertain the level of agreement or
disagreement with regard to online shopping intention as well as perceived benefit. Likewise, all the other
questions also used the Likert scale used to ascertain level of importance of the other factors that were thought
to have influenced consumer’s online shopping intention. Research variables included website characteristics,
perceived risk, perceived pricing, as well as products and services attributes. In Section B, there were two
questions regarding online shopping experience as well as the products which respondents had bought online.
Finally, Section C elicited the demographic data of the respondents such as age, gender, marital status, race,
income level and education level.

4.0 Findings And Discussions:

4.1 Profile of Respondents:
This research was based on the data collected from 200 respondents, of whom 100 were from Generation X
while the remaining 100 respondents were from Generation Y. There were 104 females and 96 males. Of the
respondents from Generation Y, 63 were between 18 to 24 years old while the ages of 37 respondents ranged
between 25 and 31 years. As for Generation X, 53 respondents were in the age range of 32 to 38 years, while the
remaining 47 respondents were between 39 and 45 years old. As far as marital status was concerned, 118
respondents were single, 74 were married and 8 divorced. In terms of ethnicity, 107 respondents were Chinese,
followed by 61 Malays, 27 Indians, 5 respondents were of other racial origins.
The majority of the respondents had shopped online before. Eighty-three per cent of the respondents from
Generation Y had online shopping experience. Seventy-nine per cent of the respondents from Generation X had
shopped online. In terms of online products and services, travelling was the most popular choice among the
online shoppers, followed by books/ magazines, fashion/beauty and IT/electronics.

Table 1: Summary of Respondents' Profile

Number Particulars Number
Particulars
Gender Male 96 Marital Status Single 118
Female 104 Married 74
Divorced 8
Age 18-24 63 Race Malay 61
25-31 37 Chinese 107
32-38 53 Indian 27
39-45 47 Others 5

4.2 Reliability and Validity:

Cronbach’s alpha value is employed and computed to measure the consistent reliability among online
shopping intention and five factors that affecting online shopping intention (perceived benefit, website
characteristics, perceived risk, perceived pricing as well as products and services attributes). The results show
that values of Cronbach’s alpha value for every construct are in the range between 0.750 and 0.884 (see Table
2). Thus, it can be concluded that all the variables are reliable in this research.
In order to achieve validity, factor analysis is employed in this research to ensure that the measurement
items of the five (5) variables are all corresponding with the construct by testing on the factor loading of each
item. Based on the findings, the KMO values for the five (5) independent variables are in the range from 0.711
to 0.800 which are in the suggested range by Hair et al. (2011). Besides, all of the five (5) constructs are in the
significance level of 0.1%. In term of factor loading, the values are in between of 0.598 and 0.891 (see Table 2).
As a result, it can be concluded that all the variables are in an adequate validity range and fit to the model.

Table 3: Results for Factor Analysis

Construct KMO Value Cronbach’s Alpha
Perceived Benefit 0.776 0.799
Website Characteristics 0.728 0.762
Perceived Risk 0.800 0.853
Perceived Pricing 0.789 0.839
Products and Services Attributes 0.711 0.750

4.3 Factors Affecting Online Shopping Intention:

To test on the relationship between independent variables (perceived benefit, website characteristics,
perceived risk, perceived pricing as well as products and services attributes) and online shopping intention,
multiple regression analysis is employed in the research (see Table 4). Based on the results, adjusted R² of the

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value of 0.45 indicates that 45percent (%) of online shopping intention can be explained by the five (5)
independent variables. Besides, F test of the model is 33.620 (p-value=0.000) shows that the overall regression
is significant at 0.1% level. Therefore, it can be concluded that the model is fit to the data. In term of
multicollinearity analysis, VIF in this model shows a value in between 1.074 and 1.707 while the values of TOL
are from 0.586 to 0.932. Both are in the range as suggested by Hair et al. (2011). As a result, the constructed
model is acceptable where variables have no multicollinearity. Consistent with H1, perceived benefit has
significant influence on online shopping intention (β=.765, t=12.854, p-value <0.01) Indeed, the results show
that perceived benefit has the strongest influence among five variables. Website characteristics and perceived
risk have negative influence on online shopping intention at 5% significance level (Website Characteristics: β=-
.237, t=-2.309, p-value <0.05; Perceived Risk: β=-.172, t=-2.011, p-value <0.05). Thus, H2 and H3 are
supported. Nevertheless, the negative results show that the current website characteristics and perceived risk
have not up to consumers’ expectation. As H3 explicated, perceived pricing also have significant influence
towards online shopping intention (β=.147, t=1.825, p-value <0.10). Lastly, the research results do not provide
support for the hypothesis H5 that products and services attributes have relationship with online shopping
intention (β=-.003, t=-0.026, p-value >0.10n.s.).

Table 4: Results for Multiple Regression Analysis Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate
1 .681a .464 .450 .67744
a. Predictors: (Constant), Products and Services Attributes, Perceived Benefit, Perceived Risk, Perceived Pricing, Website Characteristics
Unstandardized Standardized Collinearity Conclusion
Coefficients Coefficients t Statistics
Independent Variables B Beta Tolerance VIF
Perceived Benefit (H1) .765 .700 12.854*** .932 1.074 Supported
Website Characteristics (H2) -.237 -.156 -2.309** .603 1.659 Supported
Perceived Risk (H3) -.172 -.118 -2.011** .807 1.239 Supported
Perceived Pricing (H4) .147 .120 1.825* .635 1.576 Supported
Products and Services Attributes (H5) -.003 -.002 -.026n.s. .586 1.707 Rejected
a.Dependent Variable: Online Shopping Intention ** P < .05.
Model: F= 33.620*** *** P < .01.
* P < .10. n.s.= Not Significant

Table 5: Results for Moderation Test

Unstandardi
zed Coefficients Standardized Coefficients
Std.
Independent Variables BError Beta t Sig.
Perceived Benefit . .074 .794 11 .00
868 .655 0
Website Characteristics - .150 -.246 - .01
.373 2.492 4
Perceived Risk - .128 -.141 - .10
.207 1.617 7
Perceived Pricing . .106 .121 1. .16
148 389 6
Products and Services Attributes . .147 .066 .6 .49
100 80 7
Perceived Benefit with Generation - .119 -.542 - .02
.279 2.341 0
Website Characteristics with Generation . .213 .864 1. .07
379 777 7
Perceived Risk with Generation . .163 .166 .4 .66
070 31 7
Perceived Pricing with Generation - .162 -.041 - .90
.019 .114 9
Products and Services Attributes with Generation - .202 -.466 - .33
.197 .975 1
a. Dependent Variable: Online Shopping Intention

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Moderation Results:
To fulfil hypothesis H6 which is to test whether generation (X&Y) can be the moderator in factors that
affecting online shopping intention, moderation test is employed. Perceived benefit has significant moderation
relationship with online shopping intention at 1% level (t=-2.341, p-value =0.020). Besides, website
characteristics have slight moderation relationship with online shopping intention at 90% confidence level
(t=1.777, p-value=0.077). It can be concluded that Generation X & Y can influence the direction or strength of
the relationship between perceived benefit and website characteristics towards online shopping intention.
Nevertheless, the findings show that Generation X&Y cannot moderate the relationship between remaining
independent variables (perceived risk, perceived pricing as well as products and services attributes) and online
shopping intention(t=0.432, p-value =0.667; t=-0.114, p-value =0.909; t=-0.975, p-value =0.331) .

Conclusions And Implications:

Although there are many studies on consumer behaviour in e-commerce, there has been little attempt to
focus on the online behaviour of different target segments. The primary purpose of this research was to provide
a deeper insight into the factors that affected online shopping intention of Generation X and Y in Malaysia. Five
variables had been identified for this study, namely perceived benefit, website characteristics, perceived risk,
perceived pricing as well as product and service attributes. With exception of the last factor, i.e. product and
service attributes, all the other factors were found to have significantly influenced online shopping intention.
Additionally, perceived benefit is the most significant factor affecting online shopping intention followed by
website characteristics and perceived risk. In terms of moderation effect, the generation gap was found to have
moderated the relationship between “perceived benefit” and “website characteristics” towards online shopping
intention while there is no moderation effect on the remaining three factors. Furthermore, Generation Y placed
greater emphasis on website characteristics and pricing when shopping online compared to Generation X.
Nevertheless, both generations shared similar views on perceived benefit.
These findings would be useful in the development of a more comprehensive model to facilitate a better
understanding of online shopping intention. As this study compared online consumer behaviour of Generation X
and Y in this country, the findings would provide a better insight of Malaysian online shopping intention and
help plan more effective online marketing strategies.

Managerial Implications:
It is suggested that in order to boost e-commerce, the government should strive to educate the public about
the benefits of online shopping in Malaysia. For instance, the government could collaborate with famous e-
tailers in Malaysia such as mudah, lelong, and ebay Malaysia to enhance awareness of e-commerce. In this way,
it will also indirectly help to achieve one of the goals of Vision 2020 of Malaysia, i.e. the transformation of the
nation into a high-technology country. As perceived risk is one of the major concerns of online shoppers, the
Malaysia government therefore should enforce more stringent rules and regulations to safeguard the interests of
online shoppers.
Moreover, as shown in this study, website characteristic is one of the important concerns of consumers with
regard to online shopping intention. Unfortunately, the results of this study showed that existing websites or
virtual stores in Malaysia were not up to the expectations of consumers. Therefore, it is vital for e-businesses to
improve their website functions such as functional mechanism, user-friendliness and website design. Besides,
regularly maintaining and upgrading the website content is essential so that the quality is consistent and the
information is up to date. As a result, websites of virtual stores should be developed as one of the competitive
advantages for e-businesses.
Although pricing is not the main consideration for online shoppers, e-business can play around with the
pricing to attract more customers, particularly those from Generation Y. Special discounts or sales promotions
for specific products could attract more online shoppers. Moreover, as word-of-mouth is the most effective and
inexpensive marketing tool, e-businesses should exploit this marketing tool among youngsters. Campaigns such
as “incentives for introduction and recommendation” could be carried out to attract more new customers as well
as instil customer loyalty.
Lastly, although product and service attributes do not impact online shopping intention as much as the other
four variables, they should not be ignored. In a competitive global market, e-businesses should also benchmark
with successful companies with excellent products and services to achieve continuous improvement. Quality
products and services are always valued by consumers, and over time, would boost the image and reputation of
the company.

Limitations and Future Studies:

This study is not without limitations. Firstly, the adjusted R square of 45% shows that there are still 55% of
gap that can be fulfil by developing a more comprehensive research model. Besides, the distribution of the
questionnaires was limited only to certain areas in the capital city. Hence the data obtained did not reflect the

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views of the general Malaysian public. Next, biasness risk might have hindered the accuracy of the findings.
Thus, it is suggested for future studies, there should be more variables, moderators and mediators so that a more
comprehensive research model can be developed. Furthermore, a combination of qualitative and quantitative
research is suggested as consumer behaviour is subjective. To conclude, a longitudinal study over a longer
period and with a larger sample size is recommended to achieve more accurate results.

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