The goal of this study is to investigate the factors influencing the intention to purchase online
among Malaysian consumers. This research used convenience sampling method that involves
281 Malaysians citizen, that use online shopping platform such as Shopee, Lazada, Alibaba,
FashionValet and other online shopping platform. This research is intended to establish the
important relationship between variables that influence intention to purchase online such as
financial risk, product risk and subjective norm and its correlation with consumer intention to
purchase online. The results of this study indicate that product risk and subjective norm has
played significant relationship in influencing the consumer intention to purchase online.
Financial risk has not significantly influenced the consumer intention to purchase online.
Therefore, this study suggested that the customer must be aware on the privacy term of the
online seller, the seller must have good return policies stated for their purchased goods and
sellers are suggested in using Financial Process Exchange (FPX) to ensure safety of their
financial information
