A study on customer online purchasing behavior: A Malaysian perspective

Online purchasing power has increased and beyond limitations once internet drives the mankind way of life. It has become an increasingly demanded platform since the existence of WWW in early 1990s. In conjunction with this trending, a study on insights on online purchasing where the study framework embedded the dimensions of information satisfaction, trust, convenience security and purchasing online. A total of 250 questionnaires were distributed randomly to public users at Perpustakaan Awam Raja Tun Uda (PPAS), Shah Alam visitor. The choice of public users is based on the convenience of the research setting where PPAS is the most visited public library by visitors ranging from parents (accompanying their children at kids' section), graduates, primary and secondary school students. All of the posited study variables show a significant relationship with purchasing online. Nevertheless the Net Easy Score (NES was only 19.2%, showing a low index of easiness online purchasing. Early assumptions are that the results obtained could due to the website itself, which might offer a not user-friendly interface or poor network connectivity during the process. While this seems premature to speculate, insights gained from the study could produce some leads to actually increase customer experience through their journey to do online purchase.