Abstract
The recent development of a global telecommunication technology has provided a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite the high potential of online shopping in Malaysia, there is still a lack of understanding concerning the subject matter and its potential impact on online shopping. A rational understanding is essential to ensure the effective use of this medium in the future. This study aims to examine the relationship between payment mode and advertising. The growing use of the Internet in Malaysia provides a developing prospect for electronic marketers. The paper argues that when electronic dealers are aware of the factors affecting online buyers behaviour in Malaysia, it could develop their marketing strategies to transform potential customers into active ones by retaining existent online customers. A total of 254 questionnaires were distributed among lecturers of public higher learning institutions (PHLI) in Perlis, Malaysia. This paper is part of a more extensive study and focuses on factors, which online Malaysian buyers keep in mind while shopping online. It helps to identify the factors associated with the consumer buying behaviour of online shopping store among lecturers of public higher learning institutions (PHLI) in Perlis, Malaysia. This research reveals that payment mode and advertising are the two dominant factors, which influence consumer behaviour of online shopping. The findings suggest that consumer buying behaviour is positive in all independent variables which consist of payment mode and advertising.
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Tengku Ahmad, T.A.H.D., Mohd Noh, N.I., Osman, A. (2020). The Level of Payment Mode and Advertising on Consumer Buying Behaviour among Lecturers at Public Higher Learning Institutions in Perlis, Malaysia. In: Kaur, N., Ahmad, M. (eds) Charting a Sustainable Future of ASEAN in Business and Social Sciences. Springer, Singapore. https://doi.org/10.1007/978-981-15-3859-9_46
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