Faktor golongan muda Malaysia membeli dalam talian: satu tinjauan awal
List of Authors
  • Muhammad Wafi Ramli , Sharifah Rohayah Sheikh Dawood

Keyword
  • Golongan muda, faktor, Malaysia, pembelian dalam talian, pengguna

Abstract
  • Pembelian dalam talian kini telah menjadi sebahagian daripada gaya hidup masyarakat. Kecanggihan teknologi dan ketersediaan internet telah mewujudkan fenomena pembelian dalam talian yang merentasi sempadan geografi. Lebih daripada separuh pengguna internet di Malaysia merupakan golongan muda yang kerap menggunakan internet untuk melakukan aktiviti pembelian dalam talian. Hal ini menunjukkan bahawa sudah tentu terdapat faktor-faktor yang mendorong golongan muda untuk melakukan aktiviti tersebut. Justeru, kajian ini bertujuan untuk mengkaji faktor golongan muda Malaysia membeli dalam talian berdasarkan aspek masa, jarak dan kepuasan. Kajian ini menggunakan kaedah borang kaji selidik Google Form dengan melibatkan seramai 100 responden serta mengaplikasi analisis respons berganda. Hasil kajian mendapati bahawa bagi aspek masa, kebanyakan responden bersetuju membeli dalam talian dapat menjimatkan masa, usaha dan tenaga. Manakala, bagi aspek jarak, kebanyakan responden bersetuju membeli dalam talian dapat menjimatkan kos pengangkutan. Bagi aspek kepuasan pula, kebanyakan responden bersetuju membeli dalam talian dapat membuatkan pengguna mudah untuk mendapatkan barang yang diperlukan. Kajian ini memberi gambaran dan kefahaman kepada masyarakat tentang fenomena pembelian dalam talian yang berlaku dalam kalangan golongan muda Malaysia seiring dengan arus pemodenan.

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