Market-Tržište, Vol. 35 No. 1, 2023.
Preliminary communication
https://doi.org/10.22598/mt/2023.35.1.77
Information Commerce (i-Commerce) Usage and Purchase Decisions Among University Students During COVID-19
Norzaidi Mohd Daud
; Universiti Teknologi MARA
Raja Nur Hannah Fatimah Raja Mohd Hashimb
; Universiti Teknologi MARA
Anis Irdina Yang Asri
; Universiti Teknologi MARA
Nurul Haslinda Mohd Azmaruza
; Universiti Teknologi MARA
Syed Amir Zakir Syed Azizi
; Universiti Teknologi MARA
Abstract
Purpose – The purpose of this paper is to examine the relationship between information commerce usage and purchase decisions made by university students during the COVID-19 pandemic.
Design/Methodology/Approach – Survey questionnaires were distributed to students at public and private universities through a variety of online platforms. Data was collected from 151 respondents within a two-week period and analyzed using IBM Statistical Package for the Social Sciences (SPSS) Version 26 for descriptive (i.e., mean, standard deviation, reliability test, model fit test) and inferential (i.e., correlation and regression for hypotheses testing) purposes.
Findings and implications – The findings indicate that, while students engage in information commerce for its convenience, their usage of it is unrelated to the degree of trust. Nonetheless, price comparison has a sizable influence on how information commerce is used. Additionally, information commerce usage has an effect on purchase intention, while purchase intention is found to be a significant predictor of purchase decisions.
Limitation – This study examined factors that influence the usage of information commerce among students in Malaysian universities, as well as their purchase intention, on a rather small sample size.
Originality – This may be the first study to define information commerce usage, with its results confirming students’ purchase behavior and demonstrating that online shopping simplifies their lives. Surprisingly, the findings suggest that the degree of trust does not influence the usage of information commerce. This contradicts previous studies conducted by Anas et al. (2021) and Viktoria et al. (2021).
Keywords
information commerce usage; purchase intention; purchase decision; COVID-19; university students;
Hrčak ID:
303770
URI
Publication date:
9.6.2023.
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