Factors Affecting Malaysian young consumers' online purchase intention in social media websites

The objective of this study was to examine factors that influence Malaysian young consumers' online purchase intention through social media. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Three factors, namely perceived ease of use, perceived usefulness and subjective norm were tested. Data were gathered from 297 undergraduate students using the stratified sampling method and multiple regression analysis were conducted to analyse the data. The results revealed that perceived usefulness was the most dominant factors that influence young consumers' online purchase intention through social media, followed by perceived ease of use and subjective norm. The practical implications of this study were discussed.