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Nowadays, online shopping is gaining increasing popularity in Malaysia. The development of online shopping has led some to argue that there are additional elements influencing consumer behavior. As a result, a growing number of researchers are currently studying online consumer behavior to better understand the specific characteristics of online shopping. Therefore, this study is conducted to determine the factors that influence online shopping behavior between different online shopping platforms among Malaysian consumers. This is a quantitative study, and 371 students and staff from Universiti Teknologi MARA (UiTM) were randomly picked to participate. The data was gathered via an online questionnaire using Google Forms. The findings show a positive relationship between the variables, namely web characteristics, external stimulus, affection, and cognition. It indicates that all variables influence online shopping behavior among Malaysian consumers. Furthermore, the findings reveal that consumer behavior patterns for online shopping are not different even when using different online shopping platforms. Therefore, it is very critical to understand consumer online purchasing behavior and its influencing factors to improve online shopping in Malaysia. Malaysian businesses must have an in-depth knowledge of the market for their goods and the demographics of the customers they are targeting before engaging in online commerce.
Zin et al. (Sun,) studied this question.
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