AN ANALYSIS OF FACTORS THAT AFFECT CONSUMERS’ ONLINE PURCHASE INTENTION FOR PREMIUM PRODUCTS IN MALAYSIA

Abstract

This study aims to analyze the factors influencing consumers' online purchase intention for premium products, particularly exploring the interrelationship between perceived risk, perceived quality, and customer reviews. The research holds significant value for businesses, retailers, and marketers as it provides insights into crucial aspects that can likely entice consumers to make online purchases for premium products. By understanding the importance of perceived risk, perceived quality, and customer reviews from the perspective of potential customers, businesses can enhance their marketing and promotional strategies to reinforce purchase intention effectively through e-commerce space. Additionally, the study highlights the significance of integrating customer cues in marketing initiatives, allowing businesses to tailor their approaches and boost purchase intention for premium products. Ultimately, the findings of this research are expected to permit businesses and retailers to enhance consumers’ purchase behavioral intentions and, hopefully, shift such intentions to actual purchase, leading to increased sales and improved customer satisfaction.