Factors that influence Malaysian consumers' purchase intention through

Objective of this study was to determine factors that influence Malaysian consumers' purchase intention through the internet. The Technology Acceptance Model and the Theory of Reasoned Action were applied to develop the conceptual framework. Three independent variables, namely Perceived Ease of Use, Perceived Usefulness and Subjective Norm were tested. Primary data were collected from 145 respondents using the convenience sampling method via survey questionnaire. Binary logistic regression analysis was conducted to analyse the hypotheses. Findings showed that consumers' online purchase intentions were motivated by factors such as price, convenience, time-saving, product variety and product novelty. Results from the survey also showed that majority of the respondents viewed site security, user-friendliness and accessibility of the website as three of the most important criteria for choosing to purchase via a particular website. Findings also highlighted that 46% of the respondents admitted to impulse buying when conducting a purchase online and up to 74% of the respondents prefer to visit and purchase from online sites that are culturally adapted to their local environment.