Factors Affecting Customer Acceptance of Online Shopping Platforms in Malaysia: Conceptual Model and Preliminary Results

Abstract

Many customers today are more reliant on online shopping compared to the traditional shopping because of convenience afforded by online shopping platform. However, customers face many choices when using online shopping platform and need to imagine the product quality since it is online. Moreover, there are many problems of inconsistent service quality through online shopping. Therefore, online sellers need to understand customer preferences in order to survive in the competitive environment of online shopping. This study aims to identify the factors affecting customer acceptance of online shopping platform. Based on Technology Acceptance Model, and relevant studies concerning online platform preferred characteristics, a conceptual model is proposed. Seven independent variables (Website content, website design, perceived enjoyment, perceived usefulness, and perceived ease of use, trust, and customer service quality) are used to construct the model. To develop the variables’ measurements, the items were adopted from the related literature. The measurement model was validated by administrating a set of 200 questionnaires using convenience sampling to target online shopper respondents in Malaysia. Smart PLS3 tool was used to analyse the collected data. The result showed significance level of reliability and validity of the measurement model. The developed measurement can be used to examine the factors influencing the customer acceptance of online shopping.