Overview

This monograph is the culmination of a study done to examine the online purchase intention of Malaysian consumers by investigating the pull and push factors as well as age as a moderating factor. This research addresses a gap in existing literature about factors affecting online purchase intention related to e-commerce usage among consumers in Malaysia. It is hoped that Malaysian businesses will find this study useful and help to enhance their e-commerce operations. Similarly, through this study, Malaysian consumers may recognise the factors which determine online purchase intention and be encouraged to shop online. About the author: Jun Yew GOH is a researcher who researches in topics on Business and Commerce.

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