E-commerce Users Research Articles

Conceptualizing the Implications of Artificial Intelligence (AI) Tools and Personalization Marketing on Consumer Purchase Intention: Insights from the Malaysian E-Commerce Market

Artificial intelligence (AI) has emerged as a powerful tool, enabling online retailers to offer highly personalized shopping experiences tailored to individual preferences and behaviors. As e-commerce continues to grow in Malaysia, understanding the influence of AI and personalization marketing on consumer purchase intentions has become increasingly important for businesses seeking to remain competitive. However, the rapid adoption of AI also raises concerns about data privacy, ethical AI usage, and compliance with emerging data protection regulations, such as Malaysia’s Personal Data Protection Act (PDPA). This study aims to explore the potential impact of artificial intelligence (AI) and personalization marketing on consumer purchase intention within the Malaysian e-commerce market. By reviewing previous literature and theoretical frameworks, the study explores how the use of AI tools including predictive analytics automation, and personalization experiences might influence consumer behavior in online shopping environments. The study adopts a quantitative approach, in which quota sampling will be used for the participant selection. A self-administered questionnaire with a five-point Likert scale will be employed to gather data from e-commerce users in Malaysia. The findings from this study have important implications for both e-commerce businesses and policymakers in Malaysia. For businesses, understanding which aspects of AI and personalization most influence consumer purchase intentions can help them strategically implement these technologies to enhance customer engagement and drive sales. For policymakers, the study highlights the need to consider ethical and legal issues, such as data privacy and policy issues, in the growing use of AI in the e-commerce market.

Unified Cart Systems: A Paradigm Shift in E-commerce User Experience

This article examines the impact of unified cart systems on e-commerce platforms, focusing on their role in enhancing user experience and driving business performance. Unified cart systems, which enable customers to purchase products across multiple categories in a single transaction, represent a significant innovation in e-commerce. Through a comprehensive analysis of existing literature and industry case studies, this article explores the benefits of unified cart systems, including seamless customer experiences, increased conversion rates, and improved cross-selling opportunities. The article also addresses the challenges in implementing these systems, such as integration complexity and security concerns, and proposes best practices for successful deployment. Our findings suggest that unified cart systems can significantly improve e-commerce performance metrics and provide a competitive advantage in the digital marketplace. This article contributes to the growing body of literature on e-commerce innovations and provides practical insights for businesses looking to optimize their online retail strategies.

What Type of Incentives Can be Used to Motivate Generations Z and Y to Prefer More Sustainable Delivery Options?

Given the environmental harm caused by factors such as carbon emissions and traffic congestion from the rise of online shopping, it is increasingly important to adopt sustainable delivery methods to lessen its impact on the planet and communities. This study was conducted to explore how various incentives can influence the delivery preferences of members of Generations (Gen) Z and Y. This study involves 384 Turkish Gen Z and Gen Y e-commerce users who had bought clothes online in the past 6 months. The research data were collected using a choice experiment survey and hypotheses were tested using the McNemar test. The study results show that different types of incentive significantly affect the delivery preferences of Gen Z and Gen Y. Younger consumers are more willing to choose sustainable delivery for their clothes shopping after receiving incentives such as information on CO2 emissions, traffic congestion, the number of acquaintances, as well as coupons and discounts. Additionally, they become more willing to pay more and wait longer for more sustainable delivery. Furthermore, the study shows that offering coupons and discounts to consumers has a greater impact on encouraging participants to choose a more sustainable delivery compared with providing information about CO2 emissions, traffic congestion, and the number of acquaintances.

Empowering Economic Growth in Balongdowo Village, Sidoarjo, East Java: Pioneering a Digital Tourism and Marketing Initiative

Balongdowo Village, recognized as the largest producer of Kupang in Sidoarjo Regency, has significant potential for economic development through its local seafood products. This community service program aims to enhance the economic sustainability of the village by empowering local businesses and introducing digital marketing strategies. The program focuses on promoting Kupang-based products through e-commerce platforms such as Tokopedia, Shopee, and Bukalapak, expanding market reach beyond the local area. Additionally, the initiative supports the development of a village information system portal to highlight the village’s profile, potential, and services. By integrating digital tools into marketing and village management, the project seeks to transform Balongdowo into a self-sufficient digital village. The program includes training sessions for local business owners and village officials on e-commerce usage, product presentation, and website management. The result is the successful establishment of online shops for local businesses and the launch of the Balongdowo village website, creating new opportunities for economic growth and improved public services.

Impact of e-commerce on income inequality: evidence from rural China based on cross-county panel data

ABSTRACT Although information and communications technologies (ICTs) are developing rapidly worldwide, evidence of the relationship between e-commerce and regional income inequality in the rural areas of a developing country remains scarce. Using original cross-county panel data, this study investigates the impact of e-commerce on regional income inequality in rural China, taking into consideration endogeneity issues. The results indicate that e-commerce may increase income inequality in developed counties but reduce income inequality in the less-developed counties; however, the total effect of e-commerce on overall income inequality is insignificant. The decomposition results show that differences in e-commerce accessibility contribute to widening the income inequality between developed and less-developed counties. In contrast, the differences in the income returns of e-commerce usage contribute to reducing income inequality. The empirical results suggest that a policy promoting e-commerce development may reduce income inequality in less-developed regions.

Digital Immigrants Versus Digital Natives: Decoding Their E-commerce Adoption Behavior

It is easier to assume that educated older adults will find digital gadgets or the Internet as simple to use as the young generation does. However, it is not as simple as that. The generation that was not born into the digital world but has had to make an effort to learn to use digital technologies during their middle or late middle age is referred to as Digital Immigrants (DIs). Most of these individuals were forced to adapt to information technologies due to environmental pressure to survive and thrive at their workplace. The objective of this study is to investigate if the proposed “digital divide” that differentiates digital immigrants from digital natives (DNs) exists among e-commerce users in India, and if so, are digital immigrants less likely to adopt and use e-commerce services? Data was collected through a self-administered survey questionnaire from 432 Indian Internet users aged 19 to 65. Multigroup structural equation modeling analysis (M-SEM) of data revealed that DIs and DNs perceive e-commerce services differently. Though digital immigrants find e-commerce services challenging to use, their higher perception of its usefulness propels them to adopt and use e-commerce. This study contributes to the existing body of literature by extending our understanding of the technology adoption behavior of digital immigrants. The study’s implications and the scope for future research are discussed at the end of the article.

The Effect of E-Service Quality, Security, and Promotion on Customer Satisfaction of E-Commerce Shopee

The rapid advancement of information technology has led to the convergence of telecommunications and computer technologies. This shift has also influenced consumer behavior, with a growing number of individuals becoming more accustomed to online shopping, resulting in an increasing number of e-commerce users. Shopee, the leading e-commerce platform in Indonesia, has the highest number of website visits, positioning it as the top e-commerce site in the country. The purpose of this study is to analyze how e-service quality, security, and promotions influence e-customer satisfaction with Shopee among Generation Z in Denpasar. The study employs a descriptive quantitative research method with a sample size of 100 respondents. The t-test results for e-service quality reveal a t-value of 5.930, which is greater than the critical value of 1.984, indicating a significant positive effect of e-service quality on customer satisfaction. Conversely, the security variable demonstrates a negative impact on customer satisfaction, with a t-value of -2.842, which is less than the critical value of 1.984. The promotion variable exhibits a positive effect on customer satisfaction, with a t-value of 4.916, exceeding the critical value of 1.984. Furthermore, the overall hypothesis is supported as the calculated F-value of 62.474 exceeds the F-table value of 2.70, indicating that e-service quality (X1), security (X2), and promotions (X3) collectively influence customer satisfaction (Y).

Factors that Affect Purchase Intention and the Effects of Livestream Influencers: Basis for Strategic Plan

The ability of online influencers in e-commerce livestreams to provide clear and intuitive insights into merchandise significantly shapes and drives consumer spending intentions. This study explored factors affecting purchase intention and the impact of livestream influencers on consumers in Guangzhou, Guangdong Province, China, using a quantitative approach. The sample included consumers who watched livestreams on various social media platforms. Data analysis involved tables and weighted means to assess factors influencing purchase intention, the effects of livestream influencers, and the relationship between consumer profiles and purchase intention. Key findings indicated that factors such as social networking opportunities, efficiency of methods, and popularity significantly influenced purchase intentions, with social networking opportunities having the highest impact. The study also found that livestream influencers most strongly affected purchase decisions, followed by purchase intention and customer engagement. Additionally, there was a significant relationship between consumer profiles—specifically age, income, years of e-commerce usage, and frequency of platform use—and purchase intention, with educational attainment showing the strongest correlation. However, sex and the specific e-commerce platform used were not significant factors. The study's strategic plan provided recommendations for improving sales and consumer engagement on livestream platforms. The study concluded that livestream platforms significantly influence consumer purchases and contribute to increased sales and profits for enterprises, with recommendations directed at consumers, influencers, businesses, and the government.

UNDERSTANDING THE ROLE OF FOMO (FEAR OF MISSING OUT) IN IMPULSE PURCHASE FOR SMES

This study examines the influence of price discounts on impulse buying through live streaming among e-commerce users in Indonesia. The research adopts a quantitative approach, utilizing a survey methodology with questionnaires distributed to a purposive sample of 152 consumers from the Dolee Branded Store. Data were analyzed using SmartPLS 4.0 software, employing the PLS-SEM analysis method. The findings reveal that price discounts significantly directly impact impulse buying behavior. Furthermore, price discounts also significantly affect live streaming, which, in turn, substantially influences impulse buying. The results indicate that live streaming acts as a mediating variable, enhancing the effect of price discounts on impulse purchases. This study underscores the importance of integrating price discount strategies with live streaming to drive impulse buying behavior in the e-commerce sector effectively. By leveraging live streaming as a promotional tool, businesses can maximize the impact of their discount offers, leading to increased consumer engagement and sales. These insights provide valuable implications for marketers and e-commerce platforms aiming to enhance their promotional effectiveness and customer acquisition strategies.

HUBUNGAN PENGGUNAAN ELECTRONIC COMMERCE (E – COMMERCE) DENGAN PEMILIHAN MAKANAN DAN STATUS GIZI PADA MAHASISWA FAKULTAS KESEHATAN UNIVERSITAS MUHAMMADIYAH GRESIK

The use of electronic commerce (e-commerce) has penetrated various fields, one of which is the culinary industry. Improper food selection through e-commerce can impact a person's nutritional status. This study aims to analyze the relationship between e-commerce use, food choices, and nutritional status. Simple random sampling with proportional random sampling was chosen as the method for this research, with a subject size of 88 students from the Faculty of Health at Muhammadiyah University of Gresik. Data collection was carried out using e-commerce usage questionnaires, FFQ questionnaires, and anthropometric measurements. The Spearman correlation test was chosen to analyze the collected data. The results show no significant relationship between the use of e-commerce and food choices, with a p-value of 0.865 for the main food category, 0.700 for the snack category, and 0.305 for the beverage category. There is no significant relationship between the use of e-commerce and nutritional status, with a p-value of 0.709. The conclusion of this research is that there is no significant relationship between the use of e-commerce, food selection, and nutritional status. Suggestions for future research include conducting a recall to determine the intake consumed by students and conducting similar research on various community characteristics.

Realizing Justice and Maṣlaḥah in E-Commerce: Fiqh Muamalah Insights and Challenges in Malaysia and Indonesia

This study explores how fiqh muamalah principles can realise justice and maṣlaḥah in e-commerce practices, focusing on the understanding and behavior of consumers and producers in Malaysia and Indonesia. The research investigates how these Islamic legal principles are integrated and practised within the digital marketplace. The primary data sources include e-commerce users from Malaysia and Indonesia, specifically consumers and producers. Data were collected through in-depth interviews with various e-commerce users, including consumers and producers. The results reveal that producers generally have a higher awareness of justice and ma maṣlaḥah in e-commerce, though their application of these principles varies. Consumers' experiences are inconsistent, often influenced by their educational background and exposure to Islamic commerce teachings. Key challenges include the lack of standardized guidelines and divergent interpretations of fiqh muamalah principles. The study underscores the need for more structured education and regulatory frameworks to ensure these principles' effective and consistent integration into e-commerce practices. Recommendations include developing comprehensive training programs and establishing clear guidelines to bridge the gap between understanding and practice, thereby aligning e-commerce practices in Malaysia and Indonesia with fiqh muamalah principles.

INFORMATION SECURITY AND THE CONTINUAL USAGE OF E-COMMERCE PLATFORMS: A CASE OF GHANA

Objective: This study investigates the impact of information security and trust on continued e-commerce usage in Ghana, where online commerce has become essential despite growing cyber threats. Theoretical Framework: Social exchange theory was used to explain how individuals form trust in social interactions. It helps to reveal how people weigh relationship rewards and costs, navigate power dynamics, and make choices. Method: Out of 117 collected responses, 100 were valid for analysis. Partial Least Squares-SEM (PLS-SEM) was used for structural equation modeling, following the "10-times rule" for minimum sample size. Results and Discussion: The research demonstrates that Information Security significantly enhances continual usage and directly impacts consumer trust. Also, we found that, trust serves as a mediator between information security and continual usage. Further, the study reveals that ICT skills play a key mediating role in the relationship between trust and continual usage. The findings highlight the importance of prioritizing information security, implementing user-friendly security measures, and offering training to improve users’ ICT skills. Research Implications: These insights have practical implications for e-commerce businesses, policymakers, and individuals. It emphasizes the necessity of robust information security measures to build trust and encourage continual usage among Ghanaians. Originality/Value: The study adds to existing literature by underscoring the essential role of Information Security in cultivating Ghanaian consumers trust and loyalty in the e-commerce environment.

Cross-Cultural Online Purchase Intentions and Behavior between Ethnic Group

In the digital era, online purchasing has become integral to consumer behavior, influenced by complex cultural factors. Fundamental theories like the Theory of Planned Behavior, Technology Acceptance Model, and Diffusion of Innovation Theory effectively predict human behavior in determining interest and attitudes toward online purchasing. This study examines online shopping levels and cross-cultural consumer behavior among ethnic groups in Yogyakarta and Bandung. Data were collected through surveys of individuals actively engaged in online purchases in these regions. Simple Random Sampling selected samples from the e-commerce user population in Bandung (616,109) and Yogyakarta (161,031), with 50 respondents from each area. Simple linear regression was used to analyze the relationship between cultural factors and purchasing behavior. Findings provide an in-depth understanding of how cultural factors influence consumer decisions, offering guidance for businesses to adapt marketing strategies to local purchasing cultures. This research offers insights into online shopping preferences and behaviors across different cultural environments in Indonesia, enabling businesses to tailor customer services to meet local cultural needs and preferences.

The Influence of Electronic Service Quality and Customer Satisfaction on Repurchase Interest (Study on Bukalapak E-commerce users in FE UNJ Students)

The Influence of Electronic Service Quality and Customer Satisfaction on Repurchase Interest (Study on Bukalapak E-commerce users in FE UNJ Students)

Juridical Review of E-commerce Selling and Buying on Consumers and Buyers in Indonesia

The use of e-commerce in the world of trade has had a huge impact on Indonesian society, this is related to very important legal issues. The importance of legal issues in the field of E-commerce, especially in providing legal protection for consumers who carry out buying and selling transactions via the Internet. This development emerged due to offers and acceptance from the public, as evidenced by the emergence of various online stores such as Kaskus, Tokopedia, Bukalapak, Shopee and Lazada. This research aims to find out and analyze legal protection for consumers in online buying and selling transactions (e-commerce) and to find out and analyze legal remedies that can be taken by consumers if there is a default in online buying and selling transactions (e-commerce). The approach method used in this research is a normative juridical approach. The specification of this research is descriptive analysis. The data source used is secondary data, which consists of primary, secondary and tertiary law. The data collection tool is library research. The data analysis technique used is qualitative analysis. The results of this research and discussion are legal protection for e-commerce users by upholding consumer rights in accordance with Law Number 8 of 1999 concerning Consumer Protection articles 19, 20, 21, 24, and 26 and regulations related to the implementation of online buying and selling (e-commerce) and the implementation of consumer protection is also supported by involving several parties such as the government, national consumer protection bodies and non-governmental consumer protection institutions. Legal efforts that can be taken to resolve defaults in Law Number 8 of 1999 concerning Consumer Protection are litigation and non-litigation.

Impulsive Buying in Gen Z: How Online Customer Review, Sales Promotion, and Conformity Influence Impulsive Buying through Consumer Trust (Study on E-Commerce Users in Purwokerto)

This research aims to examine the effect of online customer reviews, sales promotions, and suitability on impulse buying through customer trust as mediating variables. The sample taken in this study were 108 Gen Z e-commerce users in Purwokerto using a purposive sampling technique. The method of analysis used in this research is descriptive quantitative and uses smart PLS 3.0. Data collection techniques through questionnaires. The research results show that sales promotions and conformity can affect impulse buying. Online customer reviews do not affect impulse buying. Customer trust can mediate conformity to impulsive buying but cannot mediate online customer reviews and sales promotion.

Comparison of Service and Ease of e-Commerce User Applications Using BERT

The development of e-commerce has transformed shopping patterns by harnessing the internet, enabling consumers to shop online. In Indonesia, e-commerce has experienced rapid growth, with numerous options such as Tokopedia, Shopee, and Lazada, leading to intense competition. Sentiment analysis using machine learning techniques has become crucial for understanding consumer views on these e-commerce services. This study analyzes user comments on Tokopedia, Shopee, and Lazada e-commerce platforms from Instagram social media, totaling 3900 data points, using the Bidirectional Encoder Representations from Transformers (BERT) model with 5 epochs and a batch size of 32. Sentiment analysis utilizes 3 types of labels: positive, neutral, and negative. The final results of the study include the performance analysis of the BERT model, as well as comparisons for each predefined category, namely Promotions & Offers, and Services. The final results of the model indicate good performance, with accuracy rates of 95%, 97%, and 99%, respectively.

Security matters: Empowering e-commerce in Sri Lanka through customer insights

In the fast-paced, post-COVID digital world, e-commerce presents promising prospects for significant advancement. However, customers often feel uncertain due to persistent concerns about the robustness of security measures safeguarding e-commerce platforms. The primary objective of our study was to identify factors affecting the security of e-commerce platforms based on the perceptions of Sri Lankan customers. This research was conducted using data collected from Sri Lankan e-commerce users via both online and offline surveys. An ordered probit regression model was utilised, demonstrating that transaction security, privacy, vendor system security, and platform quality positively impact the perceived security of e-commerce. The e-commerce industry in Sri Lanka is expected to see growth and an increased user penetration rate. The findings of this study are anticipated to assist e-commerce business owners and policymakers in addressing critical security issues, namely vulnerabilities in transactional security, low privacy, inadequate system security, and poor e-commerce platform quality. These improvements are expected to build trust and credibility among consumers, maximising e-commerce success.

Effect of Fashion E-Commerce User Experience on Customer Retention in Ghana

Purpose: The aim of the study was to analyze the effect of fashion e-commerce user experience on customer retention in Ghana. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research indicates that positive user experiences, characterized by intuitive website navigation, efficient mobile interfaces, and responsive customer service, greatly enhance customer retention rates. Users who encounter seamless transactions, personalized recommendations, and reliable delivery services are more likely to return and engage with fashion e-commerce platforms repeatedly. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), self-determination theory (SDT) & expectation-confirmation theory (ECT) may be used to anchor future studies on effect of fashion e-commerce user experience on customer retention in Ghana. Practically, fashion e-commerce platforms should invest in user-friendly website design and navigation to enhance the overall shopping experience. This includes simplifying the checkout process, ensuring mobile compatibility, and improving site speed. From a policy perspective, e-commerce regulations should include guidelines for user experience best practices. This could involve setting standards for website accessibility, data protection, and user interface design to ensure a positive online shopping experience.

Pengaruh E-Service Quality Dan Consumer Trust Terhadap Repurchase Intention Pada Pengguna E-Commerce Lazada Di Kota Bandung

The rapid development of technology in the current era of digitalization is driving increasingly tighter business competition. Producers are required to be more critical in innovating and developing their business following trends occurring in society. Online stores are one of the impacts of the rapid development of technology in the current era of digitalization. Various products can be purchased online via e-commerce, ranging from food, clothing, household necessities, to vehicles. This trend has led to the continued increase in e-commerce users in Indonesia and is even projected to continue to increase until 2029. However, this is not in accordance with what is happening with Lazada e-commerce which continues to experience a negative trend from 2019-2022 with a decreasing index. in the top brand award released by the top brand index, the increase in 2023 is considered not significant so it is necessary to analyze the factors that could influence the decline in the Lazada e-commerce index. One of the indicators in assessing the index for the top brand award is future intention, where in this indicator there is repurchase intention, so it can be interpreted that the decline in the index is due to a decrease in interest in repurchasing Lazada customers after carrying out transaction activities on Lazada e-commerce. Therefore, it is indicated that the e-service quality and consumer trust factors can influence the repurchase intention of Lazada e-commerce customers, so these factors need to be tested to find out the true influence on repurchase intention. The population in this study is respondents aged 17-45 years who have made transactions at least twice a year on Lazada e-commerce. With judgment sampling as a sampling technique, 110 respondents were obtained. Descriptive analysis techniques were used to describe the data that had been collected and after that multiple regression analysis was carried out with the help of SPSS version 26 software to answer the problems in the research. The results of statistical tests found that there is a positive influence of both variables on repurchase intention and they also have a simultaneous influence, which indicates that these two factors need attention to obtain good repurchase intention.