FACTORS INFLUENCING CONSUMERS’ BEHAVIOURAL INTENTION ON E-COMMERCE ADOPTION IN MALAYSIA
Audrey Ann Balraj * Kavitha Balakrishnan** and Ajitha Angusamy***
* Teacher, SMK Telok Mas, Melaka, Malaysia
** Lecturer, LiFE, Multimedia University, Melaka, Malaysia
*** Lecturer, Faculty of Business, Multimedia University, Melaka, Malaysia
Journal Title:SMART Journal of Business Management Studies
The growth of e-commerce has seen rapid changes and developed higher expectations among retailers and consumers. This is more evident in today’s fast growing age of technology-oriented products which demand constant enhancement. The study is aimed at understanding the significant influence of perceived enjoyment, perceived satisfaction, perceived usefulness and perceived service quality factors on the consumers’ behavioural intention on e-commerce adoption in Malaysia. This study confirms that consumers look at enjoyment, satisfaction, usefulness and service quality as having significant influence on their behavioural intention in the e-commerce industry.