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Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia

Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Global Entrepreneurship Research and Innovation Centre (GERIC), Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Author to whom correspondence should be addressed.
Societies 2019, 9(1), 10;
Received: 4 December 2018 / Revised: 20 January 2019 / Accepted: 22 January 2019 / Published: 24 January 2019
PDF [241 KB, uploaded 18 February 2019]


It is evident that there has been a rapid growth of electronic commerce and online shopping. Hence, this study examined the effect of selected antecedents and risk factors on online purchase behaviour in Malaysia under the premise of an adapted stimulus–organism–response (SOR) model. This study used a cross-sectional design to collect data from 330 selected respondents from Peninsular Malaysia. The findings revealed that the age of consumers, as well as perceived after-sales risk, financial risk, psychological risk, and social risk, had a significant effect on the online purchase behaviour in Malaysia. Apart from enriching the existing body of knowledge, this study offers several significant practical implications. Based on the findings, it is recommended that the government and online businesses should focus on Generation Y, who are known to be more tech-savvy, through policies and programmes in order to reduce the various types of perceived risks associated with online transactions. It is believed that this effort could enhance online consumerism among the residents of Malaysia. View Full-Text
Keywords: antecedents; risk factors; online purchase behaviour antecedents; risk factors; online purchase behaviour
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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MDPI and ACS Style

Nawi, N.C.; Al Mamun, A.; Hamsani, N.H.B.; Muhayiddin, M.N. Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia. Societies 2019, 9, 10.

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