Role of E-trust, E-loyalty, and E-satisfaction on Online Buying Behaviour among Millennials in Kuala Lumpur, Malaysia

The number of internet users in Malaysia is growing, and millennials are becoming the strongest in buying power. This research aimed was to investigate the influence of e-trust, eloyalty, and e-satisfaction on online buying behaviour among millennials. Despite the growth of e-commerce and the high engagement of millennials in technology, there is a shortage of empirical research covering the determinants of online buying behaviour among millennials in Malaysia. This quantitative study collected primary data through a self-completed questionnaire that was sent through a survey method to millennials online shoppers in Malaysia. The target population was millennials engaged in online shopping. The research results revealed that e-loyalty and e-satisfaction are determinants of online buying behaviour among millennials. Surprisingly, this study found that e-trust was not a significant determinant of online buying behaviour. There are several practical implications of this study on marketeers and web-retailers. This research will provide a better understanding to enable the web-retailers and marketers to develop their strategies to improve the online shopping experience of millennials. This is the first study that examined the relationship between e-trust, e-loyalty, and e-satisfaction with millennials' online shopping behaviour in the Malaysian context. Keywords: Online buying behaviour, E-Trust, E-Loyalty, E-Satisfaction, Millennials
Introduction Malaysia is located in Southeast Asia and has an estimated population of about 33 million in 2020 (Department of Statistics Malaysia, 2020). Currently, the Malaysian GDP growth of 2019 [...]