THE IMPACT OF HEDONIC VALUE, UTILITARIAN VALUE, AND PERCEIVED TRUST TOWARDS ONLINE SHOPPING BEHAVIOUR OF DIETARY SUPPLEMENTS AMONG FEMALES IN KUALA LUMPUR

There is a growing demand for dietary supplements due to the pandemic and health awareness. This study aims to focus on consumers' buying behaviour of dietary supplements by examining the impact of hedonic value, utilitarian value, and perceived trust among females in Kuala Lumpur. This was an explanatory study based on a deductive approach. A quantitative methodological approach was used, collecting primary data from 184 female consumers through self-administered questionnaires. The data was analysed using SPSS software. The findings revealed that all three predictors—utilitarian value, hedonic value, and perceived trust—significantly influence consumer buying behaviour. Specifically, utilitarian value (practicality/necessity) had the highest impact on the buying behaviour of dietary supplements. This study is among the first to examine these specific factors together for female consumers in the Malaysian context.