From Craving to Convenience: Factors Influencing Customer Online Purchase Decisions in Lazada Malaysia

Odebunmi Abayomi Tunde (Osun State Polytechnic Iree)
Brahmmanand Sharma (Galgotias University)
Xue Er Liew (Universiti Sains Malaysia)
Jia Suen Lew (Universiti Sains Malaysia)
Wen Jing Li (Universiti Sains Malaysia)
Lun Kai Liang (Universiti Sains Malaysia)
Aisha Gupta (IMS Ghaziabad)
Mohini Singh Bhadouria (Prestige Institute of Management and Research)
Daisy Mui Hung Kee (Universiti Sains Malaysia, Penang, Malaysia)

International Journal of Tourism and Hospitality in Asia Pasific
Vol 9, No 2 (2026): June 2026

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.