An exploratory study of the factors influencing Generation-Y's purchasing intention within the toy industry in Malaysia

• Main Authors: Ong, Derek Lai Teik *, Koay, Kian Yeik *, Chuah, Siew Lin *, Yap, Sook Yee *
• Format: Article
• Language: English
• Published: Academy of World Business, Marketing and Management Development 2014
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/268/1/An%20Exploratory%20Study%20of%20Factors%20Influencing%20Generation-Y%27s%20purchasing%20intention%20within%20the%20Toy%20Industry%20in%20Malaysia.pdf; http://eprints.sunway.edu.my/268/
• Institution: Sunway University

Modern age living in Malaysia has subjected people to focus on electronic device intervention in daily activities and forget about childhood memories of imagination especially with conventional toys. Store image and ambience plays a vital role in reliving this imagination and boost purchase intentio...