The determinants of online shopping experience and online customer satisfaction amongmillennials in Malaysia

Abstract

The main objective of this study is to examine the determinants of online shopping experience and online customer satisfaction among the Millennials in Malaysia. This quantitative research has collected 147 online survey questionnaires from the sample frame of MBA Millennials with past online shopping experience using non-probability purposive sampling method. The primary data collected for this cross-sectional explanatory study data is being assessed using IBM SPSS version 29. Adopted from previous studies, this study relied on the research instrument of a five-point Likert scale questionnaire that covered two segments. The first segment covered the demographic information of respondents while the second segment measured the fives constructs, namely one dependent variable (online customer satisfaction) and four independent variables (i) experience with product; (ii) experience with online information; (iii) experience with service; and (iv) experience with e-platform. The study generated an outcome of all the independent variables that has a significant positive impact on the online customer satisfaction, with the exception of experience with online information. Hence, it is resolved in this study that positive experience with online information will not generate a positive online customer satisfaction among the Millennials in Malaysia. This study holds a few inherent limitations. Firstly, the data collected are from MBA students in Universiti Malaya-Wales and Universiti Malaya, which do not truly represent entire country. Secondly, given that this research adopts a purposeful sampling method, opponents believe that this method is susceptible to errors and biased opinions. Lastly, this quantitative research captures an effective response by solely relying on a five-point Likert scale questionnaire, especially this is a social science topic. This study is valuable to e-retailers, human resource departments and academicians who are interested in understanding the determinants of online shopping experience and online customer satisfaction among the Millennials in Malaysia.