Understanding Malaysian Consumer Online Purchase Intention: The Roles of Perceived Risk and Pervceived Value
The 11th Malaysian Plan (2016-2020) targets broadband infrastructure to reach 95% of populated areas. This is to fulfil Malaysia’s goal of creating a production-centric digital economy by 2020, one of the strategic thrust of the Digital Malaysia programme to fully capitalise on the internet for revenue generation. The marked increase in connected device ownership in Malaysia will inevitably result in the solid growth of the number of Malaysian consumers making online purchases, thus placing a foundation for a booming online business to consumer market in Malaysia. Using the Theory of Reasoned Action (TRA), this review investigates the determinants of online purchase intention of Malaysian consumers by examining the roles of perceived value and perceived risk.