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All Journal Procedia of Social Sciences and Humanities
Karen, Chong Kah Yee
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Social Sciences

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Examining Factors Driving University Students’ Transition to Online Purchasing During the Post-Pandemic Era: A Case Study on Double-Double Sales Karen, Chong Kah Yee; Xu, Cheah Shu
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.607

Abstract

The COVID-19 pandemic had a tremendous impact on customer behavior, specifically among university students, initiating a move towards online purchases. This change has affected traditional retail sectors and resulted in new e-commerce trends. Before the outbreak of COVID-19, people were accustomed to purchasing goods physically. Consequently, many organisations have adopted various marketing strategies to entice customers. One such tactic frequently employed by e-commerce organizations is the “Double-Double” sale. The objective was to identify key factors prompting students to engage in online shopping. To comprehend the factors motivating Malaysians, particularly university students, to participate in online shopping during Double-Double sales, this study conducted semi-structured interviews with 13 Malaysian university students. The findings revealed that convenience, pricing, and social media advertisements are key drivers of Malaysian university students’ shift from traditional to online shopping.
Examining Factors Driving University Students’ Transition to Online Purchasing During the Post-Pandemic Era: A Case Study on Double-Double Sales Karen, Chong Kah Yee; Xu, Cheah Shu
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.607

Abstract

The COVID-19 pandemic had a tremendous impact on customer behavior, specifically among university students, initiating a move towards online purchases. This change has affected traditional retail sectors and resulted in new e-commerce trends. Before the outbreak of COVID-19, people were accustomed to purchasing goods physically. Consequently, many organisations have adopted various marketing strategies to entice customers. One such tactic frequently employed by e-commerce organizations is the “Double-Double” sale. The objective was to identify key factors prompting students to engage in online shopping. To comprehend the factors motivating Malaysians, particularly university students, to participate in online shopping during Double-Double sales, this study conducted semi-structured interviews with 13 Malaysian university students. The findings revealed that convenience, pricing, and social media advertisements are key drivers of Malaysian university students’ shift from traditional to online shopping.
Co-Authors Xu, Cheah Shu