Impact of online shopping values on website satisfaction among millennials
List of Authors
  • Aemillyawaty Abas , Nur Syuhada Muhammad

Keyword
  • Online purchase behaviour, web satisfaction, online shopping values, web atmospheric cues, millennial

Abstract
  • Malaysian purchasing behaviour have changed due to the advancement of technology where in average they spent more than 9 hours in a day on Internet with 3 hours on social media, while Shoppe was ranked at number 1 as shopping online platform in 2019 to 2021. In addition, Malaysian government allocated RM300 million budget for the purpose of accelerating digitalization of micro-enterprises and SMEs in 2021. Past studies found that as shoppers are pleased with website design, they tend to share the experience with others. However, little is known in online shopping factors that could burst high web satisfaction as it is still considered at early stage. Failure to fully understand how online consumers react to web design could resulted low achievement in ROI that include web satisfaction, high traffic and cost. This study investigated the context variables which consist of internal (i.e. hedonic shopping value and utilitarian shopping value) and external (i.e. website informativeness, website entertainment, and effectiveness of information content) shopping values on website satisfaction online consumers. A survey was conducted using snowball sampling from Klang Valley millennials sample where data was analysed using multiple regression analysis. The result shows all except website entertainment and effectiveness of information contents are significant on web satisfaction and website informativeness played most crucial influence on web satisfaction.

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