Go Shop is considered as one of the recent contenders in the Malaysian e-commerce market, a growing competitive industry. A review of the literature ascertained that online stores' website design quality is very important to attract customers. Based on the technology acceptance model, perceived ease of use, perceived usefulness, and perceived enjoyment of the website design were examined in this study to predict the customers' purchase intention at Go Shop. A structured survey was used in this study and the respondents to the survey were working adults who were also part-time postgraduate students at one of the public universities in Malaysia. The survey was carried out at the computer lab of the Graduate Business School. A non-probability sampling technique was utilized, and a total of 43 responses were gathered. The results of the multiple regression analysis indicated that the respondents' purchase intention was significantly influenced by the website’s perceived usefulness and perceived ease of use. However, perceived enjoyment was not a significant predictor of purchase intent. The managerial implications of the findings were discussed, followed by the suggestions for future research.
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In-Text Citation: (Sahak et al., 2019)
To Cite this Article: Sahak, S. Z., Fauzi, M. F. M., Darus, F. M., & Muhammad, U. (2019). Assessing the Impact of Website Design on Purchase Intent: A Case Study on Go Shop. International Journal of Academic Research in Business and Social Sciences, 9(12), 333–341.
Copyright: © 2019 The Author(s)
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