B2C e-commerce in Malaysia: Perceived Characteristics of Innovating and trust perspective
by Yew-Siang Poong, Uchenna Cyril Eze, Mohammad Talha
International Journal of Electronic Business (IJEB), Vol. 7, No. 4, 2009

Abstract: This paper examines the acceptance of Business-to-Consumer (B2C) e-commerce in a developing country. The purpose of this paper is to develop a framework to explain B2C e-commerce adoption among Malaysian consumers based on Perceived Characteristics of Innovating (PCI) theory integrated with Trust. The findings indicate that perceived ease of use, result demonstrability, compatibility and relative advantage are strong predictors of consumers' intention to use e-commerce in Malaysia. Surprisingly, perceived trust has weaker impact on consumers' intention to use e-commerce in Malaysia compared to the other independent constructs. Based on the findings, we offer key research, practice and policy implications.

Online publication date: Sun, 19-Jul-2009

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