Online Purchasing Behaviour of Consumers at Zalora in Malaysia

Abstract

In the 1960s, the emergence of technology introduced by humans spurred the establishment of the Internet that can engage all people globally. Since 1994, the Internet has contributed tremendously towards the evolution of online shopping through the development Electronic Commerce (EC). There are many online shopping websites that have been established by various companies as other alternatives for consumers to purchase their goods or services rather than shopping at the stores. In Malaysia, the reputation and brand image of ZALORA has become the centre and the focus of society. It automatically raises a question among the marketers regarding the motives of the consumers in choosing ZALORA rather than other online shopping websites. This is due to the attractiveness of ZALORA that has led the consumers’ intention in purchasing or ordering the goods or services online. Therefore, it is vital to investigate and identify the factors that influence the consumers' purchasing behaviour as well as their intentions in shopping online at ZALORA. In order to fill the gap of this study, the data of 377 respondents were collected and analysed by using the Statistical Package Social Science (SPSS) software version no.25. The findings show that the website designs of ZALORA have been portrayed as the main factor that has contributed to the purchasing behaviour of consumers for online shopping at ZALORA in comparison to other factors which were convenience, time saving and security.

The Factors that Influence Customer Purchase Intention: The Tale of Zalora Malaysia

“…As a result, the premise of the link between online design and client purchasing is approved in Zalora's Malaysia application. Previous researchers' hypotheses (Aznor et al, 2021), which confirm the findings of our study are that when customers perceive high-quality site design, they are more likely to purchase. The quality of a website has a direct influence on behaviour intention.…”

“…According to Sari, Manggabarani, and Husniati (2020) and Aznor, Ramli, Zamri, Nye, Basri, Khalid, Shaharin, Ramiah, Paramasivam, and Krishnan (2021), the brand image of a company is determinants for consumers to purchase products or services. As explained by Aznor et al (2021), Zalora Malaysia has a good brand image, especially on fashion online shopping platforms. In recent, the present societal trend of making online purchases resulted from the number of applications that provide online shopping platforms is growing.…”

“…Besides, Customers nowadays are time restrictions in getting their daily essentials thus internet shopping apps such as Zalora are extremely valuable to them. In the eyes of consumers, brand awareness is the initial dimension and precondition of the entire brand knowledge system; it shows their capacity to recognise the brand in various scenarios and the likelihood that the brand name would come to mind quickly (Aznor et al, 2021;Sari et al, 2020).…”

A Study of the Factors Influencing Purchasing Behaviour of Online Consumers in Klang Valley, Malaysia

“…The study also demonstrated a significant relationship between website design and purchasing behaviour of online customers in Klang Valley. Hence, this study supports the previous research by (Aznor et al, 2021;Cho & Park, 2001;Rita et al, 2019;Prashar et al, 2017;Prastiwi & Fitria, 2021;Akram et al, 2018;Rahi et al, 2017), who have agreed upon the significant influence of website design towards online purchasing behaviour. According to scholars, it has been shown that consumers' comfort and trust in the merchant greatly affected their intention to shop online.…”

“…According to the e-Commerce Foundation, consumers research products online or in-store before making an online or in-store purchase. As a result, website today is increasingly relevant for businesses of all sizes and types, owing to the changing buying behaviour (Aznor et al, 2021). For any online store to attract customers, the quality of website design is extremely significant.…”