Perceived Quality, Customers’ Trust, and the Transfer of the Marketing Mix towards Generation Y’s Intentions of Online Purchasing Via Shopee
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Abstract
This study aimed to explore (1) the relationship between four factors of the marketing mix and Generation Y’s intentions of online shopping and (2) the influence of Multiple-Parallel Mediators which affects the customer’s quality perception and trust. The sample was a group of 385 customers aged 21 to 40 years old who used to shop online via Shopee. The Stimulus-Organism-Response model (SOR model) was employed to analyze the findings. It was revealed that the Multiple-Parallel Mediator significantly influenced Generation Y’s decision to shop online via Shopee.
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