Exploring Purchase Intention using Delivery Services Apps during Covid-19 Pandemic among Malaysian Households

Abstract

Online services of product delivery apps are more critical than ever. The COVID-19 pandemic has irrevocably altered internet purchasing habits. Customers are getting comfortable using the apps for services to order and do the shopping via their smartphone using the apps. The pandemic has quickened the transition to a more digital world. However, the debate remains as to what elements influence customers' purchase intentions toward using Delivery Services Apps (DSA). This research is therefore carried out to examine the key factors affecting the intention of customers to use delivery services apps among household customers in Malaysia during Covid-19 in 2020 to 2021. The research explored the most significant factors that influence the customer purchase intention on using DSA. There are 4 independent variables which we are focusing on: time factor (TF), price factor (PF), and convenience motivation factor (CMF) and product illustration factor (PIF). From the research, we have found out that convenience motivation factor is the most important exogenous variable that can influence purchase intention directly, sequentially through shopping motivations. The other factors that have a significant impact on a customer's purchase intentions are price factor and time factors. The least important factor that influences a customer’s purchase intention is the product illustrations. The study is carried out by gathering responses from over 167 participants in Malaysia. The objective of the study is to examine the use of online delivery services apps (DSA) to run the businesses efficiently and more effectively in order to attract household customer’s purchase intention. The novelty of this study is by giving the strategies and opportunities to the online business entrepreneurs to enhance and boost their sales by using social media as a platform of online delivery services apps to the community.