Title: Cross-border e-commerce purchase intentions among Malaysian consumers

Authors: Alex Thomas; Yen-Nee Goh; Chee-Ngee Lim

Addresses: Graduate School of Business, Universiti Sains Malaysia, 11800 USM Penang, Malaysia ' Graduate School of Business, Universiti Sains Malaysia, 11800 USM Penang, Malaysia ' Graduate School of Business, Universiti Sains Malaysia, 11800 USM Penang, Malaysia

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.

Keywords: cross-border e-commerce; CBEC; perceived ease of use; PEOU; perceived usefulness; purchase intention.

DOI: 10.1504/IJPMB.2024.138366

International Journal of Process Management and Benchmarking, 2024 Vol.17 No.2, pp.214 - 231

Received: 10 Jan 2023
Accepted: 11 Jan 2023
Published online: 01 May 2024 *

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