| Summary: | Understanding the influence factors on online purchasing behavior from a Malaysian consumer perspective is crucial for businesses and marketers aiming to thrive in the digital marketplace. This study aims to investigate the factors that influence online purchasing behavior among Malaysian consumers. It gives detailed insights into how the factors affect consumer behavior. The questionnaire was adopted in accordance with previous research, and data were collected using a survey method. Approximately 560 respondents’ data were collected through convenience sampling, with the criteria of being Malaysian, above 18 years old, and having used an e-commerce platform at least once. Descriptive statistics, correlation coefficients, and multiple regression analyses were conducted, and the findings showed that attitude, psychology, product price, privacy, perceived benefits, and accessibility were significant factors in online purchase behavior. Meanwhile, perceived risk was found to be significant but negatively affects online purchase behavior. The results revealed that online consumers’ purchase behavior is not influenced by trust and security, hedonic motivation, emotional and promotional factors. However, the findings should be further explored by delving deeper into specific factors and exploring emerging trends, such as social commerce or live stream, to be more generalizable. This is the first study to measure the eleven influencing factors on online purchasing behavior comprehensively. © 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
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