ISSN: 2265-6294

Relationship between Knowledge Level and Online Consumer Purchasing Attitude during Covid-19 Endemic Phase

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Sarala Thulasi Palpanadan,Toong Hai Sam,Khairunesa Isa,Nurliyana Md Rosni,Asokan Vasudevan,Kai Wah Cheng,Xue Ruiteng

Abstract

Malaysia has entered the endemic phase of Covid-19. Most economic sectors are operating as usual. However, online purchasing activities are still preferred by most consumers. This study was conducted to determine the level of respondents' knowledge of online purchasing activities and the relationship between the level of knowledge and consumer purchasing attitude. In addition, the study will determine the difference in consumer purchasing attitudes based on the demographics of the respondents. A total of 235 public respondents were randomly selected in a study conducted using a quantitative method by employing a questionnaire as a research instrument. The descriptive analysis was used to determine the level of knowledge and attitudes of the respondents toward online purchases while Pearson's correlation was used to determine the relationship between the level of knowledge and consumer purchasing attitudes. The findings of the study showed that the level of knowledge about online purchases was at a high level with a mean value of 4.35 while the attitude towards online purchases was also at a high level with a mean value of 3.89.

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