Online Feedback Impact Online Shoppers' Impulse Purchases In Malaysia

Abstract

Online shopping had risen to the third position among Malaysians who used the Internet. Typically, past customer online reviews were deciding factors for an online business's success or failure because online consumers encountered online reviews while visiting a website, and it was a direct effect on their ability to purchase impulsively and online impulse buying conduct. The majority of previous research on market-generated context as a factor in online impulse buying behavior had concentrated on the market-generated background. As a result, this research identified two types of online reviews as independent variables, namely hedonic and utilitarian value online reviews, and browsing and the willingness to buy impulsively as intervening and moderating variables respectively. While online impulse buying behavior was the dependent variable. This study only involved online shoppers who had made at least one purchase on both Lazada Malaysia and Shopee Malaysia websites. This study took a quantitative approach, with 100 responses collected from online shoppers who had made at least one purchase on Shopee Malaysia and Lazada Malaysia through an online questionnaire. Due to the deletion of one straight-lining response, 99 responses were subjected to data analysis using Smart PLS software. Hedonic value online reviews influence browsing, and browsing influences urged to buy impul sively and directly to online impulse purchasing, according to the results.