文章基本信息

标题：The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia
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作者：Abdolrazagh Madahi ; Inda Sukati
期刊名称：International Business Research
印刷版ISSN：1913-9004
电子版ISSN：1913-9012
出版年度：2012
卷号：5
期号：8
页码：153
DOI：10.5539/ibr.v5n8p153
出版社：Canadian Center of Science and Education
摘要：The purpose of this study is to investigate the effects of demographic (age, gender and race), geographic and group on purchase intention (PI) amongst millennial/young generation in Malaysia. An empirical investigation was carried out to test the hypotheses. The samples include 325 participants. SPSS software has used to measure the effect of external factors on PI. The results demonstrate that demographic, geographic and group significantly affect PI. The findings of this study help marketing, managers and companies to understand young Malaysian consumers’ behaviour and PI.