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Publication Date: June 25, 2021
DOI:10.14738/abr.96.10353. Pathmananathan, P. R., Aseh, K., & Kenny, K. (2021). A Study on Correlations Between Computer Literacy and Attitudes Toward
Internet Use Among Generation Y: A Malaysian Perspective. Archives of Business Research, 9(6). 168-177.
Services for Science and Education – United Kingdom
A Study on Correlations Between Computer Literacy and
Attitudes Toward Internet Use Among Generation Y: A Malaysian
Perspective
P. Ravindran Pathmananathan
Unies Group
Khairi Aseh
Unies Group
Kamal Kenny
Unies Group
ABSTRACT
There are over a few hundred thousand daily internet users with the ease with
which businesses are now able to cash in on the internet and reach a huge market
of consumers Online banking, mobile banking, and other business transactions all
have seen a great deal of advancement due to modern technology. It appears that
young people are increasingly using the internet instead of watching TV. Many have
debated how computer literacy affects their online shopping. This research aims to
discover the correlation between computer literacy and internet usage among
those born in the 1980s Purchasing behaviour has a link to attitude, economic
factors, tend to encourage people in Klang Valley, Malaysia. This was performed
with a set method in place.
Keywords: Generation Y, Consumer, Internet Usage, Technology, E-Commerce, Gender,
Attitude
INTRODUCTION
The world is currently populated by three large generations; the first is the Baby Boomer
generation, which includes those born in the post-World War II era, the largest age group in
history with nearly 77 million members (AC Nielsen, 2006). Generation X is the second
generation. Finally, there is generation Y.
Baby Boomers are those born between 1946 and 1964. This group has a membership of just
under 80 million. The majority of this demographic is approaching retirement, prompting
speculation about a future talent shortage (Sprague, 2008). Baby Boomers value their
independence and pursue personal interests such as golf, gardening, and volunteer work. The
baby boomer generation prefers flexible work hours and remote work (Hewlett, Sherbin, &
Sumberg, 2009). Additionally, the baby boomer generation values fundamental literacy,
whereas generation Y lacks basic literacy; on the other hand, the baby boomer generation lacks
digital connectivity. In terms of consumerism, the baby boomer generation consumes less and
has fewer product or service options (Sprague, 2008).
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Pathmananathan, P. R., Aseh, K., & Kenny, K. (2021). A Study on Correlations Between Computer Literacy and Attitudes Toward Internet Use Among
Generation Y: A Malaysian Perspective. Archives of Business Research, 9(6). 168-177.
URL: http://dx.doi.org/10.14738/abr.96.10353
Generation X comprise of individuals born between 1965 and the late 1970s. Generation X has
always questioned authority and has been skeptical and self-sufficient as a group. The group's
strong sense of independence is partly a result of many Gen Xers growing up as "latchkey
children," fending for themselves while both parents worked. Gen Xers prefer flexibility in the
workplace, both in terms of when and where they work. Because Generation X grew up with
the personal computer, they are more familiar with technology and can pick up new
technologies more quickly and easily than previous generations. According to Reisenwitz and
Iyer (2009), generation X is technologically savvy and will leverage technology to personalise
and humanise everything. Generation X is the first generation to mainstream the internet.
Members of Generation Y, also referred to as Millennials, were born between the late 1970s and
late 1990s. The Internet and a globally connected world have defined this generation. As
children, Gen Ys were shielded by their parents and grew up with inflated self-esteem, a sense
of entitlement, and the belief that anything is possible. They are optimistic, social, and hold
themselves and others to high standards. By and large, this generation is the most educated and
technologically savvy of any generation. Generation Y is the generation that received a better
education than previous generations (Kaifi et al., 2012) and has grown up surrounded by
technology; technology has become second nature to them (D'Netto, 2011). According to Price
Waterhouse Coopers (2009), generation Y is unable to live without technology; it is an integral
part of their lives. More intriguingly, this generation, in which internet consumption has
surpassed television consumption, has more than 90% of its members online, and they are
more satisfied with the internet than members of generation X. (Reisenwitz & Iyer, 2009). This
is possible because they have a positive attitude toward technology; they believe that
technology simplifies life, and they believe that technology will not isolate them but will bring
them closer together (Pew Research Center, 2010). The more understated characteristic of Gen
Y is their exposure to the global marketplace. They have been making purchasing decisions
since they were very young, choosing between Burger KingTM and McDonaldsTM and NikeTM
and ReebokTM. Their parents have delegated decision-making authority to Gen Ys to a greater
extent than any previous generation. This real-world customer experience can be extremely
valuable to any business. Because Generation Y members have been consumers their entire
lives, they have a certain expectation and understanding of customer service.
In Malaysia, the number of people classified as generation Y, or those aged 15 to 29, increased
significantly from 5.6 million in 1999 to 6.9 million in 2009, accounting for 26.9 percent of the
country's population (US Census Bureau, 2009). According to PricewaterhouseCoopers (2010),
this group accounted for approximately 62% of Malaysia's workforce in 2009. By
understanding Malaysian Generation Y's habits, we can get a sense of their saving and spending
habits as they enter the workforce.
Modernization has had a profound effect on and altered the world and the way people live their
lives. The rapid advancement of technology has increased people's reliance on it. However, not
everyone has the same attitude toward technology. Numerous factors contributed to this
disparity, one of which is age (Kubiatko, 2013). According to American Express Business Insight
(2012), while boomers are less comfortable with technology, this generation makes an effort to
keep up with the latest advancements. Additionally, baby boomers believe that experience,
rather than technological savvy, is more important for success. Rogers (2009) asserts that baby
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boomers are deliberate adopters who are receptive to new technologies that add value to their
lives.
Attitude towards Technology
Millennials, as Generation X is known, are perceived as digital immigrants Some members of
this generation invented technology, while others were pioneers who tasted its fruits. (2007,
Musings). On the contrary, generation Y is youthful, intelligent, and impatient. Unlike their
predecessors, millennials walk quickly; they are high performers and require constant
maintenance because they were born into a technological world (Armour, 2005).
Attitude towards Internet
There is no other type of technology that has had a greater impact than computer and internet
technology. We have entered the information age as a result of information and communication
technology such as cell phones, email, and instant messaging. We now live in a world dominated
by digital and information technology. While we live in the information age, this does not mean
that everyone has equal access to technology. The term 'digital divide' refers to a divide
between those who have effective access to information technology and those who have very
limited access to or are not even engaged with information technology. This disparity is a result
of a variety of factors, including poverty, class, gender, socioeconomic status, cultural
differences, and age group (Schiller, 1996).
In comparison to previous generations, Generation Y is unique and distinct. They grew up with
technology, and one of the most noticeable differences is their constant need to be connected.
To stay connected, Generation Y members make extensive use of advanced internet tools such
as instant messaging, e-mail, and social media platforms such as Facebook, Twitter, and
Instagram. They have a sense of independence and frequently regard themselves as life experts
as a result of this advanced technological ability (Skiba & Barton, 2006). Additionally, this
generation is referred to as digital natives due to their lack of exposure to a world without
computers and information technology (Prensky, 2001). Unlike their predecessors, the baby
boomers and generation X, this generation views computers and the internet as second nature.
In comparison to previous generations, gen Y views internet technology not as a collection of
useful tools, but as a way of life (Prensky, 2001).
Technology and E-commerce
The Internet penetration in Malaysia has shaped new phenomena of consumers’ attention to
online purchasing. A study by AC Nielsen and PayPal shows that online purchasing in Malaysia
has recorded transactions amounting to RM1.8 billion in 2011 with the projection of 1.1 million
online shoppers. This figure is 70 percent higher than that recorded in 2010. Items most
frequently purchased online are travel-related products such as flight tickets and hotel
accommodation (RM4.35 million), followed by financial products and services (RM3 million)
and entertainment and leisure (RM2 million). Online purchasing activity is anticipated to
involve transactions worth RM50 million in the year 2014 (Marketing Interative.com, 2011).
It is believed that technological advancements have enhanced the information available to
customers via various media channels, including print, broadcast, and electronic media, which
comprise the Internet. Among these channels, the Internet has grown in popularity as a means
of communicating information and delivering products and services to customers for
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Pathmananathan, P. R., Aseh, K., & Kenny, K. (2021). A Study on Correlations Between Computer Literacy and Attitudes Toward Internet Use Among
Generation Y: A Malaysian Perspective. Archives of Business Research, 9(6). 168-177.
URL: http://dx.doi.org/10.14738/abr.96.10353
businesses and service providers. Turban, Lee, King, Liang, and Turban (2009) assert that the
Internet is used to disseminate information to customers because of its adaptable, open,
informal, and interactive nature. With the Internet, customers can receive current information
quickly, 24 hours a day, seven days a week, regardless of their geographical location. The
benefits of the Internet have drawn a large number of people to it. Businesses began
incorporating Internet applications into their daily operations (Alba et al., 1997), and
consumers soon began conducting online transactions.
According to Retail Research (2012), more than 71% of Europeans have conducted business
online, and the e-commerce market was worth approximately £101,840 million in 2011. In the
United States, e-commerce is estimated to be worth approximately USD 312 billion in 2013. (e- Marketers, 2014). The e-commerce market is expected to continue growing in the future;
according to e-marketers (2014), the global e-commerce market is expected to exceed USD1.7
trillion by 2015. Generation Y is believed to be the largest group of people who made online
purchases and contributed to the e-commerce market's growth. Despite the growth in Internet
usage among Generation Y, the growth in online purchases has not kept pace with the growth
in internet usage. According to ACNielsen's report, only 21.2 percent of people who purchased
goods and services online in Malaysia in 2010 are between the ages of 18 and 29. (Generation
Y). This purchase statistic is significantly lower than that of Generation Y in other developed
countries such as the United Kingdom (44 percent). According to Kok (2014), the majority of
Malaysians were generally hesitant to make online purchases for security and privacy reasons.
As such, the primary objective of this study is to gain a better understanding of the online
purchase market in Malaysia.
Gen Y and Consumer Behavior
Retail research (2012) estimates that Gen Y spends about $200 billion each year. In terms of
the factors that influence their purchasing decisions, generation Y places a premium on product
value before purchasing any item or service from any seller (An Oracle white paper, 2009). This
generation, on the other hand, will not be concerned with debt and will simply spend when they
have the means (Aquino, 2012). In Malaysia, the same phenomenon occurred among
Generation Y. According to OCBC, Generation Y exhibited a buy-now-pay-later mentality,
creating a market opportunity for this market segment (The Star, 2013).
In terms of branding, generation Y views branded items as a reflection of one's status and is
thus willing to pay a premium for a reputable brand (Farris, Chong, & Dunning, 2002; O'Cass&
Choy, 2008). Additionally, Aaker (1997) asserts that branding is critical for generation Y, as this
generation expresses itself through brands. In terms of loyalty, given that gen Y has been
exposed to a variety of options and choices when it comes to purchasing products or services
(Evelyn et al., 2011), this generation of consumers is perceived to be less loyal to a particular
brand than previous generations (Greene, 2004; Lazarevic, 2012). However, an Oracle study
indicates that generation Y is loyal, but only to brands that align with their interests. Thus,
businesses must instill a sense of commitment and cohesion in Generation Y. (An Oracle White
Paper, 2009).
Finally, gen Y is well-known for its extensive online shopping, with luxury goods being their
preferred purchase (American Express, 2012). According to the American Express study,
generation Y accounted for nearly 31% of e-commerce consumers, followed by generation X at
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19% and baby boomers at 19%. Members of Generation Y have been described as adept at
locating products on the internet. Additionally, gen Y is known to fully utilise the internet for e- commerce purposes, including searching for product items, selecting a channel, and obtaining
product information (Brafton Editorial, 2012).
Van Slyke, Belanger, and Hightow (2005) compared consumer perceptions and attitudes
toward electronic commerce in developed and developing countries using a diffusion of
innovation framework. The study notes that developing countries face a slew of barriers that
may influence their attitudes toward e-commerce, including less reliable telecommunication
infrastructures, limited access to online payment mechanisms, and a lack of consumer
protection regulations in the online environment. The findings indicated that consumers had
varying perceptions of e-relative commerce's advantage, ease of use, and demonstrability of
compatibility. As a result, they concluded that it is critical to consider the impact of local
conditions on the adoption and assimilation of new technologies.
Computer Literacy
Computer literacy refers to a user's knowledge and ability to operate a computer and other
technology-related devices efficiently, encompassing a range of skills from beginner to
advanced (US Congress of Technology Assessment, 1984). Finally, proficiency with computer
applications or programmes translates to comfort with computers. in the 1970s, computer
literacy demanded a deep understanding of the machine, hardware, software, and societal
implications. A study was done in Turkey (2005) found that a high and positive correlation
exists between computer attitude and computer literacy. Researchers don't think that attitude
towards the internet plays a significant role in this correlation (Yalcinalp, 2005). Another recent
study found that people who frequently use the internet perceive their computer skills more
positively. Higher self-regard may lead to better productivity and this feature is relevant to
online use and proves that people will become better computer users (Gibbs, 2008).
Significance of Study
This study aims to find out how Generation Y feels about using the internet for e-commerce,
using one independent variable, attitude toward the internet, and one moderating variable,
computer literacy. The arguments and debates in the study of literature have given us a better
understanding of a variety of contextual causes.
Study methodology
This study follows a quantitative study because the goal of this study is determining the
correlation between the independent variable (attitude towards internet) and dependent
variable (attitude towards e-commerce), and the moderating correlation between the
independent variable and dependent variable. Ultimately the sources of data are gained from
primary and secondary data.
Population & sampling procedure
As such places as Cyberjaya and Kuala Lumpur City were defined are close to Kuala Lumpur
federal territory, the study has a narrower scope and focuses on employees who work in Kuala
Lumpur Territory and in general; specifically, the author chose to use MSC (Multimedia Centre
of Excellence) such as Selor and TPM (Kuala Lumpur Technology Park) as well as KL city in
their analysis because there are many office spaces as well as international and local companies.
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and e-commerce. As a result, there is a strong correlation between attitudes toward the internet
and e-commerce activities. Finally, based on the result H1, it was proven that hypothesis 1 (H1)
was accepted. There is a strong link between internet attitudes and e-commerce conduct.
According to Kottler (2004), if users have a favourable attitude toward internet technology,
they are more likely to use the internet for e-commerce purposes. The psychological state of
Gen Y consumers in light of online purchases is defined as their online shopping attitudes (Li &
Zang, 2002). The attitude of customers toward online shopping is thought to be the most
important factor influencing e-shopping potential (Michael, 1998). The aggregate advantages
or satisfaction of online shopping that meet the needs or wants of consumers are identified as
gen Y consumers perceived benefits in the sense of online shopping (Wu, S., 2003). This result
is consistent with the findings of several other studies, which found the strongest linear
association between online shopping attitudes and perceived benefits (Delafrooz & Khatibi,
2009; Chiu, 2005). Positive experience and perspective with related customer behaviour and
web technology is a strong predictor of behavioural intention to buy goods or services in an
electronic world, according to the researchers.
Hypothesis 2: There will be a significant correlation between computer literacy and
attitude towards internet among generation Y
Second, the purpose of this research is to examine how well computer skills are correlated with
attitudes of today's young adults concerning the internet. According to the hypothesis testing
conducted in this study, the R squared value for hypothesis 2 (H2) is 0.47. As a result, computer
literacy predicted a moderately high percentage of users with a favourable attitude toward the
internet. Additionally, the findings indicate a significant correlation between computer literacy
and attitude toward the internet.
Computer literacy refers to the user's knowledge of and ability to efficiently operate a computer
and other related technology. Respondents in this study work for service companies that
primarily perform IT-related tasks. As a result, the majority of respondents have a high or
moderate level of computer literacy, leaving only a few with a low level of computer literacy.
Numerous previous studies have attempted to establish a link between computer literacy and
attitudes toward the internet. Gibbs (2008) noted that the more positive a user's perception of
the internet is, the more effectively they use it. Additionally, he discovered a strong correlation
between internet usage frequency and how people perceive computer use in his study. Given
that the current generation spends the majority of their time online, the result demonstrates
that increased intensity usage will result in increased computer literacy. In agreement with
Gibbs' assertion, Karsten & Roch (1998), Delcour & Kinzie (1993), and Zubrow (1987) all stated
that those with sufficient computer literacy engage in more internet-related activities.
To gain a better understanding of respondents' computer literacy skills and their correlation to
their attitude toward the internet, respondents were divided into two categories according to
their computer literacy skills. In this study, we discovered that 196 respondents possessed a
high level of computer literacy, 188 respondents possessed a moderate level of computer
literacy, and the remaining 18 respondents possessed a low level of computer literacy. This
finding is corroborated by a study conducted by Yanik (2010), which revealed a significant
difference in respondents' attitudes toward the internet between those with basic computer
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Pathmananathan, P. R., Aseh, K., & Kenny, K. (2021). A Study on Correlations Between Computer Literacy and Attitudes Toward Internet Use Among
Generation Y: A Malaysian Perspective. Archives of Business Research, 9(6). 168-177.
URL: http://dx.doi.org/10.14738/abr.96.10353
literacy skills and those without. Those with a higher level of computer literacy were having a
good time using the internet. The study discovered a positive correlation between computer
literacy and an individual's attitude toward the internet.
Hypothesis 3: Computer literacy moderate the correlation between attitude toward the
internet and e-commerce activities
Thirdly, we sought to determine the moderating effect of computer literacy on its attitude
toward the internet and e-commerce. An examination of this proves that computer literacy
alters how internet and e-commerce are viewed. The coefficient of variation for this theory is
0.246 (CV = 0.246), which means that the theory can correctly account for e-commerce
(Computers per 10) activities to account for 24.6% of the variation. The R2 value, at the same
time, in model 2, the 35.1% is used e-to-activity is 0.351 which tells us that e-through a factor
of 0.351, the percentage of people with basic-to-to-advanced computer literacy, about-34.1%
of the online activities can be estimated. Furthermore, when the model R score is 0.496 and
0.593, variables are considered to be positively correlated. The study also showed a strong
correlation between literacy and computer e activities and attitudes towards e-commerce
(expressed in terms of the equation, F = 129.601, p <. 05)
The smart marketer will value the advantages of e-someone who is well-versed schooled in
computers and computer-related terms, as it opens new doors for them in the online market
(Liao & Cheung, 2000). In keeping with Liao and Cheung, an independent (p. 246) surveys
(2004) and (Diillon & Reif, 2004) uncovered the following: Users with more expertise in
computer usage and internet usage displayed more of a positive attitude towards digital
purchases. The researchers Monsu, Della, de la Torre, and Ruyter (2004) have placed great
emphasis on user characteristics such as expertise. The ability to demonstrate expertise is
described as an individual's level of knowledge or skill conducting activities such as e- commerce like that would have required an equal amount of computer knowledge and skill in
the operation of a business. Retailers; people who have used the online economy will be the
most likely to use the expand function (Ratchford, Talukdar & Lee, 2001). Another way of
making sure that good computer literacy is more likely to help people overcome the fears that
come with the use of the internet is to establish a good online shopping attitude is to have a
good experience. a new consumer is unsure about the capabilities of the internet due to their
lack of computer knowledge, or is unwilling to go online because of their lack of knowledge
Thus, in order to succeed in gaining a positive attitude towards the Internet, you don't need
much knowledge.
Tasks primarily done by respondents who work in the service industry were completed in this
study. With that related to information technology was easy to understand, and only a small
number of them achieved adequate on both criteria. The result was that the participants had a
positive outlook towards the internet and e-based activities. People who have more general
computer skills have a moderate attitude towards the internet and e-commerce.
CONCLUSION AND RECOMMENDATION
These results are extremely relevant to future Malaysian computer literates and online
shoppers, with respect to which the authors expect them to maintain a positive attitude toward
the internet and carry out normal e-commerce activities. It is well established that there is a
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strong connection between the attitude of the general public towards the internet/ internet and
e-business and electronic activities. Using the computer literacy in this study is significant
because it serves as a major moderator in the level of internet usage. Additionally, it is
discovered that the attitude toward the internet has a significant impact on the sales of e-force.
The more comfortable customers are with the internet, the more intense their e-commerce
activities will be. People of this age are extremely reckless with their money, and they have
become a little too technological. Generation Y will be coming of age in the workplace, making
higher wages, and using the internet, which will likely mean they will spend a lot of time online,
too. This study will be excellent for companies that are in the electronic commerce business,
such as with excellent information on handling generation Y. Through its findings in this study,
academic research may support online businesses in terms of strategy development,
contributing to a significant portion to the body of knowledge, as well as providing some
important information for the latter to focus on, could be advanced.
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