This study examines the factors influencing customers' online purchasing intentions. A questionnaire was administered to a group of 584 respondents through the purposive sampling method. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The PLS-SEM approach revealed that impulse purchase orientation was the strongest predictor of customers' online purchase intention in Malaysia. This was followed by an online purchase experience, and then online trust and quality orientation. It is also discovered that brand orientation does not significantly influence customers' online purchase intention in Malaysia. This research is helpful to online retailers in the development of business strategies and also the academicians to conduct further research by adding a new variable in the mix for generation and evolution of the concept. The originality of the paper is its investigation of the determinants as the predictors in the proposed theoretical framework and the Decomposed Theory of Planned Behavior (DTPB) as the underpinning theory for this study, something that has been overlooked in prior studies. The results underpin new and extensive inputs into marketing theory and enlarge the emergent literature related to customers' purchase intention in online shopping in Malaysia. Directions for future research are offered.
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