Online Purchasing Behaviour of Consumers at Zalora in Malaysia

  • Nor Shairah Binti Aznor University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Nur Asma’ Husna Binti A. Ramli University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Nurul Nadhirah Binti Mamat Zamri University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Sek Win Nye University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Siti Nur Batrisya Najwa Binti Basri University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Wan Syaril Bin Wan Mohd Khalid University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Nurhanna Aiman Binti Shaharin University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Vimala Davy G. Ramiah Institute Aminuddin Baki, Sarawak Branch, Kuching, Sarawak, Malaysia
  • Sheela Paramasivam Jabatan Bahasa Inggeris, Akademi Pengajian Bahasa, Universiti Teknologi MARA, 602, Jalan Seremban Tiga 18, 70300 Seremban, Negeri Sembilan, Malaysia
  • Isai Amutan Krishnan School of Liberal Arts, Science and Technology, PERDANA University, Malaysia
Keywords: consumer, online shopping, convenience, website design, ZALORA


In the 1960s, the emergence of technology introduced by humans spurred the establishment of the Internet that can engage all people globally. Since 1994, the Internet has contributed tremendously towards the evolution of online shopping through the development Electronic Commerce (EC). There are many online shopping websites that have been established by various companies as other alternatives for consumers to purchase their goods or services rather than shopping at the stores. In Malaysia, the reputation and brand image of ZALORA has become the centre and the focus of society. It automatically raises a question among the marketers regarding the motives of the consumers in choosing ZALORA rather than other online shopping websites. This is due to the attractiveness of ZALORA that has led the consumers’ intention in purchasing or ordering the goods or services online. Therefore, it is vital to investigate and identify the factors that influence the consumers' purchasing behaviour as well as their intentions in shopping online at ZALORA. In order to fill the gap of this study, the data of 377 respondents were collected and analysed by using the Statistical Package Social Science (SPSS) software version no.25. The findings show that the website designs of ZALORA have been portrayed as the main factor that has contributed to the purchasing behaviour of consumers for online shopping at ZALORA in comparison to other factors which were convenience, time saving and security.

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How to Cite
Aznor, N. S., A. Ramli, N. A. H., Mamat Zamri, N. N., Win Nye, S., Basri, S. N. B. N., Wan Mohd Khalid, W. S., Shaharin, N. A., G. Ramiah, V. D., Paramasivam, S. and Krishnan, I. A. (2021) “Online Purchasing Behaviour of Consumers at Zalora in Malaysia”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(11), pp. 413 - 426. doi:

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