Abstract
E-commerce has been growing rapidly on par with the changes of technology. This evolution has resulted in higher expectations on fast and efficient communication with retailers and customers. This is clearly seen in the changes of technology-oriented products which are upgraded frequently these years. The study is aimed at understanding the significant level of perceived usefulness and perceived service quality on the behavioural intention of consumers towards e-commerce in Malaysia. Perceived usefulness is one of the major behavioural beliefs that influence consumers’ intention in selecting an e-commerce business, whereas perceived service quality is one of the potential factors which influence the e-commerce business. Therefore, this study is based on two hypotheses and is tested to find their significant level towards the dependent variable that is the consumers’ behavioural intention. The findings and analysis will be done by secondary data of related journals and articles. Data related to the study is collected through an administered questionnaire to 500 respondents. Following this, an analysis is conducted with the assistance of primary and secondary information to further understand the relationship between independent and dependent variables that will influence the behavioural intention of consumers towards e-commerce. The results of this study will allow manufacturers and companies to plan their business well so as to stay active in the market.
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Balraj, A.A., Balakrishnan, K. (2014). An Empirical Analysis of Consumers’ Behavioural Intention Towards Perceived Usefulness and Service Quality: A Malaysian Perspective. In: Kasim, A., Wan Omar, W., Abdul Razak, N., Wahidah Musa, N., Ab. Halim, R., Mohamed, S. (eds) Proceedings of the International Conference on Science, Technology and Social Sciences (ICSTSS) 2012. Springer, Singapore. https://doi.org/10.1007/978-981-287-077-3_32
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