Perceptions of Young Adults in Online Shopping Behavior

Abstract

This study delves into the perceptions of young adults regarding online shopping behavior, aiming to uncover key factors influencing their decisions and behaviors in the digital retail landscape. Through a quantitative approach utilizing surveys and statistical analysis, the research explores the nuances of young adults' attitudes and experiences in online shopping. One of the primary findings highlights the significant impact of trends in online shopping and factors influencing online shopping behavior on young adults' perceptions. The study reveals a strong positive correlation between these variables, indicating that evolving trends (r =.816, p < 0.05) and influential factors (r =.921, p < 0.05) play a crucial role in shaping how young adults perceive and engage in online shopping activities. Several limitations were acknowledged, as the study's focus on the Penang area limits the generalization of findings to other regions within Malaysia. To address these limitations and further validate the results, future research recommendations include expanding the sample size to encompass a more diverse range of internet users across Malaysia, utilizing qualitative research methods like interviews to gain deeper insights, and incorporating established models such as the Technology Acceptance Model (TAM) to better understand the behavioral influences in online shopping. Overall, this study contributes to the growing body of knowledge on young adults' perceptions of online shopping behavior, emphasizing the need for ongoing research and comprehensive approaches to capture the dynamic nature of digital consumer experiences.

Keywords: Perception, young adults, online shopping behavior, quantitative method

DOI: 10.7176/NMMC/106-05

Data of Publication: April 30^th 2024