The determinant factors that affect the customer experience on O2O e-commerce model

Kam, Hwee Wen (2018) The determinant factors that affect the customer experience on O2O e-commerce model. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) The Determinant Factors That Affect The Customer Experience On O2O E-Commerce Model.pdf - Submitted Version Download (363kB)
	Text (Full text) The determinant factors that affect the customer experience on O2O e-commerce model.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

The researches has shown that Malaysia has less competitiveness in e-commerce if comparing with other countries like China and United State. There is low concern and limited research about the new emerging e-commerce model, Online to Offline (O2O) which is widely used by China and US. The purpose of this research is to show the benefits of O2O by studying the determinant factors that affect the customer experience on O2O e-commerce model. The conceptual framework will be developed for understanding the factors that influence the customer experience on O2O e-commerce with the variables of perceived ease of use, perceived usefulness, subjective norms, and sensory experience. The survey data was collected from 387 internet user in Johor, Selangor, and Kuala Lumpur via the spreading questionnaires and the data collected were analysed by applying Statistical Package for Social Science (SPSS) with descriptive analysis, correlation analysis, and regression analysis. The findings of the analysis show that among all the variables, the perceived ease of use, perceived usefulness, subjective norms and sensory experience have a significant positively impact on the customer experience towards O2O e-commerce model in the Malaysia. Future research should make improvement by applied the current framework to different states (other than Malacca, Johor, and Kuala Lumpur), comparing the findings with other nations, utilising mixed method, face-to-face data collection, putting the extension variables from Unified Theory of Acceptance and Use of Technology (UTAUT), as well as do validity test and factor analysis. The research is aim to increase the understanding of the importance of O2O, provide a guidance and conceptual framework for future similar research field (Academics). Additional, it also aids to establish awareness of local firms towards the advantages of O2O which may increase the e-business performance (Industry).

Actions (login required)

View Item