The Buying Power of Female Consumerism: Evidence from Malaysia Market
Keywords:
Online Shopping, E-Commerce, Women, Purchasing Power.Abstract
Women nowadays is considered as one of the driving forces of market penetration and market growth. Their purchasing power constitute more than half of the business turnover in recent years. The increasing number of women shoppers indicate the trust towards online transaction. These new trends warrant for further exploration of the topic especially on the factors that encourage the purchasing habits of a women shoppers. Therefore, the purpose of this study is to investigate the roles of perceived trust, perceived attitude, subjective norms, perceived convenience, and customer services towards the intention of women to shop online. A quantitively research paradigm was adopted. Data was collected from one of the public universities in Malaysia. Data was cleaned, coded, and exported to Statistical Package for Social Science (SPSS) version 26 and analysed based on descriptive and inferential analysis.
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