Year 2016,
Volume: 2 Issue: 5, 424 - 431, 26.08.2016
Abstract
Generation Y is known as Millennials and also acknowledged as sophisticated and technology wise for which the internet became their forte. With the advancements of Internet technology especially the usage of smartphone to shop online, mobile shopping in this generation is significant and critical for exploration. While a large number of mobile phone consumers are connected to the Internet, it is also variety of online promotion appears aggressively to attract the customers’. As such research on what drives consumers to purchase online has typically been fragmented. In Malaysia setting, it is reported that- mobile phone users were dominated by generation Y users. As the reports indicate, users fully embrace the concept of getting connected everywhere at any time. With pattern showing increasing consumer subscriptions for mobile data usage, it thus indicates the importance of the purchase intentions of online users among Gen Y. The aim of this paper is to model the effect of the Gen Y consumers’ usefulness, ease of use and enjoyment of their online behaviours on mobile purchase intention. This research is to propose that when Gen Y consumers shop online through mobile applications, their behaviour such as perceived usefulness, perceived ease of use and perceived enjoyment are the important factor to influence the consumer’s intention. To test this proposition, one hundred and sixty usable responses were collected using non-probability sampling. The conceptual model was tested using correlation and regression analysis. The findings show that the effect of a consumer’s perception on the usefulness, ease of use and enjoyment of mobile shopping towards purchase intentions were significant. We conclude that Gen Y has a strong influence on mobile purchase intentions. Research implications, limitations and suggestions for future researches were also discussed.
Keywords: Gen Y, usefulness, ease of use, enjoyment and mobile purchase intention.
Keywords
References
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Year 2016,
Volume: 2 Issue: 5, 424 - 431, 26.08.2016
Abstract
References
- Arpaci, I., Yardimci, Y., Özkan, S., & Türetken, Ö. (2012). Organizational adoption of mobile communication technologies. European, Mediterranean & Middle Eastern Conference on Information Systems. Munich, Germany. Retrieved 2nd December 2014 from http://www.iseing.org/emcis/emcis2012/EMCISWebsite/proceedings/146.pdf
- Khalifa, M. & Shen, K. 2008, 'Explaining the adoption of transactional B2C mobile commerce', Journal of Enterprise Information Management, vol. 21, no. 2, pp. 110-124.
- Herndon, N. C. (2013). A Retrospective/Perspective/Prospective Look at Marketing Channels. Journal of Marketing Channels, 20(3/4), 185-190. http://dx.doi.org/10.1080/1046669X.2013.803422
- Tsai, J. P., & Ho, C. F. (2013). Does design matter? Affordance perspective on smartphone usage. Industrial Management & Data Systems, 113(9), 1248-1269. http://dx.doi.org/10.1108/IMDS-04-2013-0168
- Khan, N., Lai, H.H., Chen, T.B. & Hoe, H.Y.(2016). Impulse Buying Behaviour of Generation Y in Fashion Retail. International Journal of Business and Management; 11(1)
- Immordino-Yang, M. H., Christodoulou, J. A., & Singh, V. (2012), "Rest is not Idleness: Implications of the Brain's Default Mode for Human Development and Education", Perspectives on Psychological Science, Vol. 7 No. 4, pp. 352-364.
- Cohen, H. (2014). 55 US Mobile Facts Every Marketer Needs for 2015.
- Malaysian Communications and Multimedia Commission. (2014)
- Bobbitt, L.M. &Dabholkar, P.A. (2001). Integrating attitudinal theories to understand & predict use of technology-based self- service: the internet as an illustration. International Journal of Service Industry Management, 12(5), 423-50.
- Goldsmith, R.E. (2002). Explaining & predicting consumer intention to purchase over the internet: an exploratory study. Journal of Marketing Theory & Practice, 10(2), 22-8.
- Funk, J. (2004. Mobile Disruption: The Technologies and Applications that are Driving the Mobile Internet, NY: John Wiley & Sons.
- Hung, M.C., Yang, S.T., & Hsieh, T.C. (2012). An examination of the determinants of mobile shopping continuance. International Journal of Electronic Business Management, 10(1), 29-37
- Yang, K., & Kim, H. (2012). Mobile shopping motivation: An application of multiple discriminant analysis. International Journal of Retail & Distribution Management, 40(10), 778-789.
- Davis, D. F. (1989). Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. Mis Quarterly, 13(3), 23.
- Venkatesh, Viswanath, Morris, Michael G., Davis, Gordon B., Davis, Fred D. (2013). “User Acceptance of Information Technology: Toward a Unified View,” MIS Quarterly, 27, pp425-478
- Eighmey, J., (1997). Profiling user responses to commercial web sites. Journal of Advertising Research 37 (3), 59–66
- Jarvenpaa, S.L. and Todd, P.A. (1997). “Consumer Reactions to Electronic Shopping on the World Wide Web,” Journal of Electronic Commerce, Vol. 1, No. 2: 59-88.
- Chinomona, R. (2013). The Influence of Market Related Mobile Activities on the Acceptance of Mobile Marketing and Consumer Intention to Purchase Products Promoted by SMS in South Africa. The Journal of Applied Business Research. 29 (6).
- Faqih, K. M. S. (2013). Exploring The Influence Of Perceived Risk And Internet Self-Efficacy On Consumer Online Shopping Intentions: Perspective Of Technology Acceptance Model. International Management Review. Jun2013, 9(1), 11.
- Koufaris, M. 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research (13:2), pp 205-223.
- Venkatesh, V. (2000). Determinants Of Perceived Ease Of Use: Integrating Control, Intrinsic Motivation, And Emotion Into The Technology Acceptance Model. Information Systems Research, 11(4), 23. Doi: 10.1287/Isre.11.4.342.11872
- Hussein, Z. (2015). Explicating students’ behaviours of E-learning: A viewpoint of the extended technology acceptance. International Journal of Management and Applied Science, 1 (10), pp 68-73.
- Krishanan, D., Khin,A.A & Teng,L.L.(2015). Attitude towards using online banking in Malaysia. British Journal of Economics, Management and Trade, 7(4), DOI : 10.9734/BJEMT/2015/17660
- Salman, A., Mohamad Saleh, M.A., Abdullah, M.Y., Mustaffa, N., Ahmad, A.L.,Kee, C., Saad, S. (2014). ICT acceptance among Malaysian urbanites: A study of additional variables in user acceptance of the new media. GEOGRAFIA OnlineTM Malaysian Journal of Society and Space, 10(6), pp 86 – 96.
- Sweeney, A. & Fenech, T. (2004). M-tailing Among the Young: Exploring Their Intentions to Shop by Mobile Phone.
- Gao, L., & Bai, X. (2014). A unified perspective on the factors influencing consumer acceptance of the Internet and of things technology. Asia Pacific Journal of Marketing and Logistics, 26(2), 211-231. http://dx.doi.org/10.1108/APJML-06-2013-0061.
- Li, C. Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29, 264-275. http://dx.doi.org/10.1016/j.chb.2012.09.003.
- Venkatesh, V., Davis, F. D., & Morri, M. G. (2007). Dead of live? The development, trajectory and future of technology adoption research. Information Technology Research Institute, ITRI-WP084-0207(3/30/07).
- Chiu, C.M., Chang, C.C., Cheng, H.L., Fang, Y.H. (2009), Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-784.
- Lu, H. P., & Su, Y. J. P. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458. http://dx.doi.org/10.1108/10662240910981399
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. http://dx.doi.org/10.1016/0749-5978(91)90020-T.
- Lombard, M., & Ditton, T. (1997). At the Heart of It All: The Concept of Presence Journal of Computer mediated Comunication, 3(2), 1-20
- Hirschman, E. C. & Holbrook, M. B., 1982. Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), pp. 92-101.
- Rehman,A. Alqahtani, S. Altameem, A. Saba, T. (2013) Virtual Machine Security Challenges: Case Studies, International Journal of Machine Learning and Cybernatics, DOI 10.1007/s13042- 013-0166-4.
There are 34 citations in total.
Details
| Primary Language | English |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | August 26, 2016 |
| Submission Date | August 24, 2016 |
| Published in Issue | Year 2016Volume: 2 Issue: 5 |
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