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Factors Influencing Generation Y’s Online Purchase Intention Of Cosmetic Products In Malaysia

Norddin, Iman Nur Ezzati (2017) Factors Influencing Generation Y’s Online Purchase Intention Of Cosmetic Products In Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The development of internet penetration in Malaysia has changed the business marketing process ways from traditional way to electronic purchasing.Besides,it also changed the consumer ways to purchase the goods and services.This research attempted to find out the factors influencing Generation Y’s online purchase intention of cosmetic products in Malaysia.Generation Y are chosen as the respondents in this study because they used most of their time surfing the internet which it is the most attractive market segmentation for online shopping. Besides,Generation Y is the wealthiest generation cohort who has the purchasing power that exceeds the other generation cohort and they are more familiar with ICT. This research adopted survey by questionnaire method and it was distributed among Generation Y group with ages between 20 to 40 years old in 2017 to measure their intention to purchase the cosmetic products using online platform.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Consumer behavior -- Malaysia,Generation Y,Consumers -- Attitudes,Cosmetics.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Mohd. Nazir Taib
Date Deposited: 28 Nov 2018 02:39
Last Modified: 28 Nov 2018 02:39
URI: http://eprints.utem.edu.my/id/eprint/21594

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