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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Xue Er Liew
Universiti Sains Malaysia
Humanities

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From Craving to Convenience: Factors Influencing Customer Online Purchase Decisions in Lazada Malaysia Odebunmi Abayomi Tunde; Brahmmanand Sharma; Xue Er Liew; Jia Suen Lew; Wen Jing Li; Lun Kai Liang; Aisha Gupta; Mohini Singh Bhadouria; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 2 (2026): June 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i2.4675

Abstract

Online shopping has become part of everyday life, and understanding what drives people to buy online is more important than ever. This study explores the factors that influence customer purchase decisions on Lazada Malaysia, focusing on convenience, price perception, trust, and website quality. The data obtained were analyzed using descriptive statistics and regression analysis in SPSS to test the proposed hypotheses. The findings show that trust, fair pricing, and high website quality substantially enhance purchase intention. Convenience, although relevant, is now perceived as a basic requirement in online shopping. The study concludes that Lazada can strengthen customer loyalty by improving platform usability, ensuring secure transactions, and offering genuine value. These insights can help e-commerce platforms create more meaningful, trustworthy, and satisfying online shopping experiences.
Co-Authors Aisha Gupta Brahmmanand Sharma Daisy Mui Hung Kee Jia Suen Lew Lun Kai Liang Mohini Singh Bhadouria Odebunmi Abayomi Tunde Wen Jing Li