Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper

Authors

  • Farhan Nadia Bakly Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
  • Hamidah Md Yusop Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
  • Nurhayaty Abdullah Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
  • Nur Syahirah Mohd Lokman Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia

DOI:

https://doi.org/10.24191//jibe.v9i2.3427

Keywords:

Online buying behaviour, Brand awareness, Product variety, Psychological factors

Abstract

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region. 

Author Biography

Hamidah Md Yusop, Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia

Hamidah Md Yusop, PhD is a senior lecturer at the Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia. Malaysia (ORCID: https://orcid.org/0000-0002-5136-1143). Her research interest are human resource, organizational behaviour, customer behaviour, strategic management and change management. She can be reached through her email at hamidahyusop@uitm.edu.my

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How to Cite

Bakly, F. N., Md Yusop, H., Abdullah, N., & Mohd Lokman, N. S. (2024). Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper. Journal of International Business, Economics and Entrepreneurship, 9(2), 92–101. https://doi.org/10.24191//jibe.v9i2.3427

Issue

Vol. 9 No. 2 (2024): November

Section

Articles

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Copyright (c) 2024 Farhan Nadia Bakly, Hamidah Md Yusop, Nurhayaty Abdullah, Nur Syahirah Mohd Lokman

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