Cross-border e-commerce purchase intentions among Malaysian consumers
by Alex Thomas; Yen-Nee Goh; Chee-Ngee Lim
International Journal of Process Management and Benchmarking (IJPMB), Vol. 17, No. 2, 2024

Abstract: Cross-border e-commerce (CBEC) has grown gradually in Malaysia. This research examines the factors affecting Malaysian consumers' CBEC purchasing intention using the extended technology acceptance model (TAM). Perceived ease of use significantly affects perceived usefulness, while trust minorly impacts the CBEC purchase intention. All the hypotheses proposed are supported, except the perceived ease of use has no significant effect on the attitude towards CBEC. The CBEC retail platform must be user-friendly and accessible to the customers. The product information quality perceives privacy and security are directly related to the consumers' trust. Trust increases in CBEC when the privacy of consumers is assured. This paper extends the literature on CBEC and sheds light on the drivers of CBEC purchase intention in Malaysia.

Online publication date: Wed, 01-May-2024

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