How do Consumption Values Influence Online Purchase Intention among School Leavers in Malaysia?

Purpose - The purpose of this study is to reveal the significant consumption values of consumers that drive them towards online purchasing. The study conceptualised and analysed a consumption value model as a predictor for intention to purchase online in the context of Malaysian school leavers familiar with the internet. Design/methodology/approach - In order to achieve its aim, this study carried out empirical research using a structured questionnaire sent to the potential respondents. In addition, the data were analysed using the structural equation modelling technique. Findings - The result of the study indicates that functional and emotional values have a strong relationship and predict online purchasing intention. However, social, epistemic, and conditional values do not predict intentions to purchase online. Originality/value - The result will increase the understanding of owners and managers of e-commerce businesses and help them to formulate their business strategies in order to retain users and attract new ones. Furthermore, the study will also enable e-commerce stakeholders to offer products/services to consumers in order to enhance e-commerce activities.