马来西亚Z世代的数位媒体与线上购物考量

Mohd Remie Mohd Johan, Md Azalanshah Md Syed, Hamedi Mohd Adnan
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引用次数: 0

摘要

在技术飞速发展的今天,接入互联网的用户数量正在迅速增加。许多企业现在通过数字媒体和在线商务平台扩大业务。数字媒体商务被定义为通过互联网来提高公司围绕电子商务的生产力和盈利能力的业务。马来西亚是数字媒体商业的潜在国家之一,因为我们有大量的互联网用户,这些用户以年轻一代为主,尤其是z世代,这些人精通技术,更倾向于使用互联网。然而,与全球趋势相比,马来西亚在线购物的增长仍然缓慢。因此,通过了解他们的在线购买期望和意图,可以帮助企业改进他们的商业策略,严格满足Z一代的需求。它还可以帮助在线零售商为客户提供与从实体店购买时相同的保证。从调查结果来看,信任、安全和服务质量对Z一代的在线购买意愿有显著影响。
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Digital Media and Online Buying Considerations among Generation Z in Malaysia
In the rapid development of technologies, the number of users accessing the Internet is rapidly increasing. Many businesses are now expanding their operations through digital media and online commerce platforms. Digital media commerce is defined as a business that is assisted by the Internet to increase the productivity and profitability of a company that revolves around e-commerce. Malaysia is one of the potential countries for digital media commerce as we have a large crowd of internet users which are dominated by the younger generation, especially Generation Z. These groups of people are technology savvy and are more prone to using the Internet. However, the growth in online purchases in Malaysia is still slow compared to the global trend. Hence, by understanding their online purchase expectations and intentions, it can help businesses to improve their business strategy and cater strictly to Generation Z needs. It can also assist online retailers in providing customers with the same assurance that they have when they purchase from physical stores. From the findings, trust, security, and service quality are found to have significant influences on Generation Z's online purchase intention.
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