Determinants of Customer Purchase Intention Using Zalora Mobile Commerce Application

In the era of modern technologies and with the development of marketing, nowadays the customer can save time buying things without having to visit the store. They just need to shop online, find what they are buying and pay it with just a few simple clicks. With this convenience in mind, the indulgence of people buying online has risen quite well. The customer’s decision to purchase a product through Internet commerce under the concept of electronic commerce - which has been developed into e-commerce or mobile commerce - usually takes a serious action with perceived confidence in the services and their suitability. Therefore, customer behaviour is an important factor to facilitate online electronic service. Hence, it is important to understand customer perceptions on these services and their intention of using it. Zalora is one of the fastest online search platforms providing kind of world-famous brands in Malaysia. The objective of this study is to examine factors that influence Malaysian consumers’ purchase intention through Zalora mobile application. Based on the theory of planned behaviour along with other factors, the study proposes a theoretical model for the empirical examination of the customer intention for purchasing via Zalora mobile application. Data were collected from sixteen respondents to test the relationship between variables. Data analysis was carried out using PLS-SEM. The empirical results indicated that perceived friendliness, perceived convenience, and perceived influence have a significant impact on purchase intention. The result may be preserved by providing an easy shopping experience to the user when using commerce sites and building trust to maintain the intent to buy. In addition, this analysis is helpful for Zalora marketers to suggest the most effective promotion methods in reference to further marketing of their products.