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ACADEMIC RESEARCH SKILLSASIA PACIFIC UNIVERSITY INDIVIDUAL ASSIGNMENT TECHNOLOGY PARK MALAYSIA BM013-4-0 ACADEMIC RESEARCH SKILLS UCDF1804BIT HAND OUT DATE: 2 OCTOBER 2018 HAND IN DATE: 19 OCTOBER 2018 WEIGHTAGE: 30% NAME: KIRTHINII A/P RAVI TP NUMBER: TP050793 Page 1 of 13
ACADEMIC RESEARCH SKILLSASIA PACIFIC UNIVERSITY Contents ACKNOWLEDGEMENT ....................................................................................................... 3 CHAPTER 1- INTRODUCTION ........................................................................................... 4 CHAPTER 2-LITERATURE VIEW ...................................................................................... 6 CHAPTER 3- METHDOLOGY ............................................................................................. 8 CHAPTER 4- RESEARCH AND DISCUSSION .................................................................. 9 CHAPTER 5- CONCLUSION .............................................................................................. 11 REFERENCES ....................................................................................................................... 12 Page 2 of 13
ACADEMIC RESEARCH SKILLSASIA PACIFIC UNIVERSITY ACKNOWLEDGEMENT I acknowledge my thankfulness to “Nelfi Adiela Binti Mizan” who teaches me Academic Research Skills module for this semester. She showed me the right path, helped in increasing my horizon and clarifying my objective Throughout the assignment. She had always been there to help me in overcoming the hurdles, thus helping me to meet my objective. I would also like to thank my fellow friends and all those individuals who gave me proper guide and reference. Furthermore, provided me with relevant information for these three journal articles. Page 3 of 13
ACADEMIC RESEARCH SKILLSASIA PACIFIC UNIVERSITY CHAPTER 1- INTRODUCTION The research in J10 was on the online purchase behaviour of generation Y in Malaysia by ( Kim and Ammeter, 2008) . This study has initiated of the benefits of the younger generation not only is more familiar with e-commerce, but they also process website information five times faster that the older generation. Moreover, generation Y is technologically-savvy as they grew up in the information age and prone to use the media in daily basis and this group of people are the biggest channel who utilize the internet for online shopping. Gen Y in Malaysia buys mostly from online retailers operating via Facebook and Instagram. In Malaysia, online shopping has grown by leap and bound. Gen Y accounts for 40% of the Malaysian’s population and is the largest segment and it is also the largest segment of the Internet population in Malaysia based on age (Com Score,2009 ) . The study aimed that proposed four factors that affect the purchase of Gen Y. The research in J13 was on the factors affecting consumers’ attitudes toward online shopping in the city of Tabuk by (Chi., Lin, and Tang, 2005; and Reif, 2006) . This study has initiated that the impact of internet on consumer purchase behaviour and marketing practices is now a major and challenging area of research. The emerging of information technology (IT) in the world has brought a large change in the aspect of the market structure globally. (London and Traver,2010) mentioned that the applications of e- commerce are inextricably linked to the Internet. The tragedy of dotcom crash in 2000 gives an implication to most of the business that ecommerce did come with potential of risks and benefits that need to be measured and be taken into consideration before they started the Internet-based business . The study aimed to recognize that factors that affecting consumers’ attitudes towards online shopping .

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