THE FACTORS THAT INFLUENCE THE CUSTOMERS- INTENTION TO ONLINE BUSINESS
FARRA ANIS ADILLA, FARAH DIYANA, NUR -AIN -AFIFAH

Universiti Kuala Lumpur Business School
143, Jalan Raja Muda Abdul Aziz, Kampung Baru, 50300 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur

Abstract

ABSTRACT Online business is a platform that the customers use to buy product and services other than brick and mortar. The main purpose of this study is to determine the factors that influence the customers- intention to perform online business. The objectives of this study are 1) to determine the relationship between online shopping attributes and customers- intention to online business and 2) to determine the relationship between customers- characteristic and customers- intention to online business. This study employed simple random sampling using questionnaires which were distributed to respondents through online platform. About 103 respondents took part in the survey. Multiple linear regression has been used to test the differences between independent variable and dependent variable. The result revealed that customer trust and subjective norms are positively and significantly related to customer intention. However, the result shows that website ease of use has a weak but positive relationship with customer intention. On the other hand, website security has no relationship with customer intention.

Keywords: customers intention , online business , customer characteristic , attributes, website.

Topic: Technology and management on tourism

Link: https://ifory.id/abstract-plain/t2rTEHkfRaN9

Web Format | Corresponding Author (Farra Anis Adilla Ab Malek)