A survey of 220 Malaysian online shoppers, based on the Theory of Reasoned Action, linked desire for a distinctive lifestyle with more favourable attitudes and social norms toward e-mass customisation, while perceived risk was negative. Attitude and social influence predicted intention, but the cross-sectional data do not establish actual purchasing or causality.
Key findings
- Unique-lifestyle desire was positively related to attitude and social norms; perceived risk was negatively related. Attitude and social influence predicted intention. The study did not measure actual orders, returns or post-purchase satisfaction.
Why this matters globally
Digital retailers can treat the findings as hypotheses for transparent configuration, pricing, delivery and data-use design, then test them with A/B experiments and real conversion outcomes across markets.
Thai researcher contribution
Somlak Wannarumon Kielarova of Naresuan University contributed to regional digital-consumer research. Respondents and market context were Malaysian, not Thai.
Limitations to consider
The 220-person self-report sample may carry selection and common-method bias. Intention is not behaviour, generalisation beyond Malaysian online shoppers is limited, and TRA may omit price, design skill, friction and service experience.