Abstract

The rapid growth of e-commerce has transformed consumer purchasing behaviour, making it essential to understand the factors that influence consumers' online purchasing intentions. This study investigates the effects of price, trust, convenience, and technology on the online purchasing intentions of Malaysian consumers. A quantitative research design was adopted using a structured online questionnaire, with data collected from 120 Malaysian respondents between 2013 and 2014. Descriptive statistics, reliability analysis, independent-samples t-tests, and one-way analysis of variance (ANOVA) were employed to analyse the data.

The findings reveal that price, trust, convenience, and technology significantly influence consumers' intentions to purchase online. The study also identifies differences in purchasing intentions across selected demographic characteristics, highlighting the importance of understanding diverse consumer segments. Although the data were collected during the early stage of e-commerce development in Malaysia, the findings provide valuable baseline evidence for understanding consumer behaviour in an emerging digital marketplace. Despite the rapid evolution of mobile commerce, digital payment systems, and social commerce platforms, the fundamental determinants of online purchasing intentions remain relevant.

This study contributes to the literature on online consumer behaviour by providing empirical evidence from Malaysia and offers practical implications for online retailers, digital marketers, website developers, and policymakers seeking to enhance consumer trust, improve online shopping experiences, and support the sustainable growth of e-commerce.

Keywords: Online purchasing intentions; e-commerce; consumer behaviour; price; trust; convenience; technology; Malaysia.