Factors Influencing Online Shopping Adoption Among Millennials in Melaka, Malaysia

Abstract

This study examines the factors that influence the adoption of online shopping among millennial consumers in Melaka. As digital technology and e-commerce platforms continue to evolve, understanding consumer behavior toward online purchasing has become essential for the long-term sustainability of businesses. The study focuses on four main determinants: perceived usefulness, perceived ease of use, trust, and attitude, which are derived from the Technology Acceptance Model (TAM). A quantitative research approach was applied using a structured questionnaire distributed to 200 respondents representing Generation Y consumers in Melaka. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) through descriptive, correlation, and regression analyses. The findings indicate that perceived usefulness and trust have a significant influence on the adoption of online shopping, while perceived ease of use and attitude also contribute, although to a lesser extent. The results underscore the importance of enhancing website reliability, improving user experience, and fostering consumer trust to promote increased online shopping participation among millennials.