The Factors Affecting Consumers’ Online Shopping Behavior during the
Covid-19 Pandemic: The Malaysia Perspective

by Norsuriati Binti Ismail

October 2021


The purpose of this study was to examine the factors that given effects towards consumers’ online shopping behavior in Malaysia during the coronavirus disease (COVID-19) pandemic. The virus which has in this country since March 2020 after the outbreak of coronavirus disease (COVID-19) that was firstly reported in Wuhan, China, on 31 December 2019 (WHO, 2019). As the local Movement Control Order (MCO) restrictions are still implements in this country, the online survey via Google form method has been used to conduct this study from 75 online respondents through the online media social platforms.

The analysis of proven drivers of online shopping behavior is of great significance during the COVID-19 pandemic, as the needs of businesses and enterprises to anticipate consumer behavior throughout this worldwide crisis in order to keep up a competitive edge. The evaluation criteria was based on which factors that users make decisions when they purchase online. With the spread of the disease, online shopping become the best alternative for people to meet or to satisfy their various level of needs.

The effect of product, price, time, payment, security, and administrative as well as psychological factors on consumers’ online shopping behavior during the COVID-19 pandemic have been measured through this study. An online survey through a set of structured questionnaire with five-point Likert scales has been conducted to collect appropriate data on July 2021 by vii using of Google online survey form method from 81 number of Malaysian online consumers as sample or respondents for this study by using a non-probability sampling method. After the pre-analysis data screening, a total of 75 responses were available for further analyses. Data collected were analyzed using SPSS 23.0 software which were the analyses of descriptive statistics, reliability analysis, and also multiple regression.

Results exhibited that all factors except Pricing and Psychological factors had a momentous and positive association with consumers’ internet shopping behavior during the COVID-19 pandemic in Malaysia. It has implications for e-marketing practicing firms regarding the real strategy of online shopping for the local consumers during the coronavirus disease (COVID-19) pandemic in Malaysia.

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