Examining the factors associated with the consumers’ buying intention towards business-to-consumer (B2C) e-commerce platform

Menhad, Nurul Syahirah (2020) Examining the factors associated with the consumers’ buying intention towards business-to-consumer (B2C) e-commerce platform. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Business-to-consumer (B2C) e-commerce is growing due to rising number of people those who connect with internet and the due to the growth of the internet itself. E-commerce may benefit those businesses and entrepreneur that wish to use this commerce transaction. The purpose of this research is to examine the factors associated with the consumers’ buying intention towards B2C e-commerce platform. The results of this research would also be able to show that whether consumer perceived factors influencing consumers’ buying intention towards B2C e-commerce platform as supportive role or already become a vital role for daily life. Secondary data was used for literature review which is the proposed research framework was the results after analysing information from literature review contributed from many researchers. In this research, TAM model was adopted and added some modification of the perceived factors used in the research. For the primary data, 379 questionnaire surveys were collected and analyzed using Statistical Package for Social Science (SPSS) version 23. Throughout this research, researcher found that, only perceived usefulness and perceived trust positively affected the consumers’ buying intention towards B2C e-commerce platform. This shows that B2C e-commerce website have focus more on these two factors if they want to improve and boost their sales as well as improve consumers buying intention.

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