Multi-Dimensional Factors Shaping Online Shopping Behavior Among Malaysian Working Adults: A Qualitative Exploration

Abstract

This study explores the key factors influencing online shopping behavior among Malaysian working adults, offering insights into the diverse drivers shaping consumer preferences and decision-making in the growing e-commerce landscape. The study employs a qualitative approach and case study design. Data were collected through semi-structured, in-depth interviews with five working adult informants, three females and two males, chosen using purposive sampling and snowball sampling techniques. The data were coded using NVivo 15 and analyzed using thematic analysis. The findings highlight several important themes that influence the informants' online shopping behavior, including social, economic, service- and technology-related, political, and psychological factors. The sub-themes under social factors are family and friends’ influence, endorsements from social media influencers, online consumer reviews, and convenience. The economic factors include promotional and financial incentives, the convenience of payment methods, and cross-platform price comparison. Service- and technology-related factors include fast delivery, responsive customer service, user-friendly interface and navigation, visual information quality, detailed and accurate product descriptions, and loyalty and repeat purchase intentions. The only political factor concerns government support and regulation. Finally, psychological factors include fear-of-missing-out (FOMO)-driven purchases, mood-driven shopping, scarcity- and urgency-driven buying, anticipation and post-purchase emotions, and awareness of online scams. In conclusion, this study sheds light on the complex factors that influence online shopping behavior among working adults in Malaysia. However, the findings are limited by a small sample size, which hinders generalizability. Future research should employ quantitative or mixed-method approaches with larger samples to improve generalizability. Additionally, the study recommends raising consumer awareness and digital literacy to encourage ethical online purchasing and strengthen trust in online platforms.