In addition, we thank Universiti Tunku Abdul Rahman (UTAR) for providing us with a wonderful opportunity to conduct this research and complete this project. Choy Johnn Yee who has been our constant source of support by providing us with valuable advice, academic knowledge and inspiration throughout the journey of completing this research project. This research project was completed in fulfillment of the requirement for the Bachelor of Marketing (Hons) at Universiti Tunku Abdul Rahman (UTAR) Kampar Campus.
Last but not the least, this research study will enable researchers and e-commerce sellers to improve in the aspect of e-commerce platforms as well as to meet consumer expectations towards imported food products in the future.
RESEARCH OVERVIEW
- Research Background
- Research Problem
- Research Objectives & Research Questions
- General Research Objective
- Specific Research Objective
- Research Question
- Research Significance
- To Practitioners
- To Academics
- Conclusion
To examine the significant influence of perceived risk on consumer purchase intention in consuming imported food through e-commerce platforms in Malaysia. To investigate the significant influence of price on consumer purchase intention in consuming imported food products through e-commerce platforms in Malaysia. What are the determinants of consumer purchase intention in consuming imported food through e-commerce platforms in Malaysia.
Does price affect consumers' purchase intention of imported food products through e-commerce platforms in Malaysia.
LITERATURE REVIEW
- Underlying Theories
- Cognitive Evaluation Theory (CET)
- Technology Acceptance Model (TAM)
- Review of Variables
- Purchase Intention
- Perceived Quality
- Perceived Risk
- Price
- Brand Image
- Ease of Use of E-Commerce Platforms
- Proposed Theoretical/ Conceptual Framework
- Hypothesis Development
- The Relationship between Perceived Quality and Purchase Intention
- The Relationship between Perceived Risk and Purchase Intention
- The Relationship between Price and Purchase Intention
- The Relationship between Brand Image and Purchase Intention
- The Relationship between Ease of Use of E-Commerce Platforms and Purchase
- Conclusion
H1: Perceived quality will positively influence Malaysian consumers' purchase intention to consume imported food products through e-commerce platforms. H2: Perceived risk will negatively affect Malaysian consumers' purchase intention in consuming imported food products through e-commerce platforms. H3: Price will positively affect Malaysian consumers' purchase intention to consume imported food products through e-commerce platforms.
H4: Brand image will positively influence Malaysian consumers' purchase intention to consume imported food products through e-commerce platforms.
METHODOLOGY
- Research Design
- Sampling Design
- Target Population
- Sampling Frame and Location
- Sample Size
- Sampling Techniques
- Data Collection Methods
- Primary Data
- Research Instrument
- Questionnaire Design
- Pilot Study
- Proposed Data Analysis Tool
- Descriptive Analysis
- Assumption Testing
- Inferential Analysis
- Conclusion
One of the terms widely used in research is sample size, which defines the number of people included in a study to represent a population (Kibuacha, 2021). Choosing the right sample size is critical as it allows researchers to draw conclusions with acceptable confidence and relies on accurate sample size calculations (Cleave, 2021). With this, we decided to refer to Morgan's Sample Size Chart to decide on our sample size of target respondents.
Because the population would not be considered stratified if a random sample could be selected, snowball sampling, also known as chain-referred sampling, of a concealed population begins with the original subject sample as a matter of convenience. The main purpose is not to answer specific research questions, but to prevent extensive research from being conducted by researchers who lack sufficient knowledge of the proposed framework; basically, a pilot study is designed to avoid a lengthy process (Fraser et al., 2018) and increase the overall success of the research. According to Phiri (2016), the sample size of a pilot study should be 10% of the total sample size of a research project.
The sample size for the pilot study varies from 12 to 70 because they are sufficient to provide sufficiently accurate estimates (Whitehead, Julious, Cooper & Campbell, 2016). Therefore, Cronbach's alpha is one of the statistical methods to measure the strength of reliability or consistency, also to show that tests and scales created or implemented for research projects are appropriate (Glen, 2016). The purpose of using Pearson's correlation coefficient analysis is to calculate the absolute value of the correlation coefficient to determine the strength of the relationship between two variables.
The Pearson correlation coefficient rXY measures the strength of the linear relationship between two variables X and Y that takes on values in the range of [1, +1] (Profillidis &. Botzoris, 2019). It is just a variation of simple linear regression where the value of the dependent variable is predicted based on the values of the independent variables.
DATA ANALYSIS
- Descriptive Analysis
- Respondents’ Demographic Profile
- Reliability Analysis
- Inferential Analysis
- Pearson Correlation Coefficient Analysis
- Multiple Regression Analysis
- Conclusion
There are many more female respondents than men, as female respondents make up 65% of the total number. In addition, according to the age group of respondents, 66.7% of all respondents are currently pursuing or have obtained a bachelor's degree. Therefore, most of the respondents are students, which means significantly lower monthly income and allowance (RM1500 and below).
Finally, respondents from Selangor account for a total of 37.8%, followed by respondents from Perak which account for 22.9% of the total. Based on Table 4.2, it can be seen that the range of values is around 0.796 to 0.865, which shows that all the variables are acceptable. Pearson's correlation coefficient shows the measurement of the direction and strength of the linear relationship between two variables (Sedgwick, 2012).
From table 4.3, PR (0.112) has unfortunately shown a weak correlation with DV, because according to Sedgwick (2012) a weak correlation is shown if the value is between 0 to 0.3. However, a value falling between 0.3 to 0.7 indicates a moderate relationship, while a value falling between 0.7 to 1.0 indicates a strong linear relationship. When the P value is less than 0.05, it suggests that the relationship between IVs and DV is statistically significant.
Consequently, BE, PR, BI, PC and PQ explain the variation in the determinants of consumers' purchase intention towards consuming imported food products through e-commerce platforms in Malaysia. All data and information collected were analyzed and explained in this chapter, and proved that PQ, PC and EU had a significant impact on consumers' PI to consume imported food products through e-commerce platforms in Malaysia.
DISCUSSION, CONCLUSION AND IMPLICATIONS
Discussion of Major Findings
Since the P-value of PQ is lower than 0.05, it shows that PQ shows an effect on consumers'. PI in consumption of imported food through e-commerce platforms in Malaysia, which explains a positive relationship between PQ and PI, supporting H1. As the P value is higher than 0.05, it indicates that PR does not show an effect on PI in consuming imported food through e-commerce platforms in Malaysia.
Hence, H2 is not supported although Ahmed, Ali and Top (2021) discovered that perceived risk and consumers' intention to buy online have a negative link. A relationship between PC and PI was positive, with the P-value for PC being lower than 0.05, proving a significant influence on consumers' PI. Nowadays, e-commerce can be considered as a highly competitive market as many sellers offer both similar and different varieties of products through the same platform.
According to Sukoc, Priyant, Ihalauw and Abdi (2020), we can say that a good personal computer will have a positive effect on purchase intention. Since BI has a P-value greater than 0.05 (Table 4.6), it is assumed that BI will not affect consumer PI to consume imported food products, indicating no association between the two. Consumers would be more inclined to buy imported food products online if the desired product could be easily found on e-commerce platforms and if the return process for defective products was easy.
Consumers' buyer intent for imported food commodities would be affected if e-commerce platforms can help consumers make better decisions while also providing the convenience of online payment (Liu, 2017). According to Singh and Ajmani (2017), ease of use of e-commerce platforms shows a substantial influence on consumers' online shopping intentions as users can easily read and understand the terms and conditions of shopping on e-commerce platforms.
Implications of the Study
- Theoretical Implications
- Managerial Implications
In addition, the e-commerce management team (EMT) of e-commerce platforms should set a minimum requirement for quality ratings and also track consumer feedback in addition to spending the majority of money on advertising. When food quality is assured, consumers will have more confidence to buy through e-commerce platforms, which indirectly increases their purchase intention. Moving on to H3 being supported, it is understood that price is one of the determinants of consumers' purchase intention towards imported food via e-commerce platforms.
However, sellers selling through e-commerce platforms are still subject to transaction and service tax, where sellers can then increase the price of their products due to their reluctance to bear the cost of tax on their own, thereby passing the cost on to consumers pass on With this, it encourages consumers to purchase more daily necessities, and there will be no restrictions on the variety of imported products as long as they fall under the category of essentials. The government can also provide financial assistance to users of e-commerce platforms, promoting consumers to get more exclusive offers and vouchers on essential products, including food products, to increase consumers' motivation to buy through e-commerce platforms.
Since H5 was supported, the ease of use of e-commerce platforms undeniably showed a significant role in influencing the customer's purchase intention in purchasing imported food products through e-commerce platforms. Regarding the research topic, it appears that an individual's intention to purchase through e-commerce platforms depends on the difficulty and the time required to understand the platform as a whole. In other words, the more an individual thinks that the platform is simple to use, the more the individual will find the platform valuable, and thus the likelihood that the individual will embrace e-commerce platforms will gradually increase.
Hence, it becomes critical for e-commerce sellers as well as e-commerce companies to design a user-friendly platform in such a way that the platform can not only easily provide or offer additional values to its users, but also that the platform does not too complicated to learn and understand by potential users to encourage individual's use on e-commerce platforms. Individual's intention to purchase through e-commerce platforms is dependent on the difficulty and time required to understand the platform.
Limitations of the Study
Design a user-friendly platform that can easily provide or provide additional value and is not too complicated to learn and understand by potential users to encourage individual use. Therefore, there is a lack of participation in the generation pool, and fewer responses are obtained from people over the age of 50.
Recommendations for Future Research
Conclusion
The effect of discount framing on brand reputation and brand image on purchase intention and actual behavior in e-commerce. Effect of product quality, promotion, brand image, consumer trust on purchase intention (case study on Pocari Sweat isotonic drink in Indonesia). The influence of brand image, brand personality and brand recognition on purchase intention of local fashion brand "It's April".
Determinants of Consumer Purchase Intention in the Context of Online Shopping in Kano State, Nigeria: A Conceptual Model.
