The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

This study investigated the impact of digital marketing on the online purchase intention of e-commerce consumers in Malaysia. In addition, the mediating effect of customer relationship management (CRM) between digital marketing and online purchase intention was also accessed because previous researchers have not detailed the mediating effect. A quantitative research method was applied to collect empirical data from 202 online shoppers selected by snowball sampling technique. Data were collected through a self-administered questionnaire in the greater Klang Valley region of Malaysia. Normality and reliability of the instrument were assessed using IBM SPSS 22, followed by confirmatory factor analysis and structural equation modelling using IBM SPSS AMOS 24. The validity of the measurement model and mediation analysis were carried out as per the research objectives. The results suggested that digital marketing had a positive significant impact on online purchase intention. However, the mediating effect of CRM was found to be insignificant. The study contributed to the literature by providing a structural model of digital marketing and purchase intention to measure the impact of digital marketing on online purchase intention in the context of Malaysian e-commerce. The paper then discussed the implications, limitations, and future research opportunities. Contribution/ Originality:The study contributed to the existing literature by providing a structural model to measure the impact of digital marketing on online purchase intention in the context of Malaysian e-commerce.Besides, the mediating effect of CRM was also assessed as previous researchers have not detailed the same.

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