Title: B2C e-commerce in Malaysia: Perceived Characteristics of Innovating and trust perspective

Authors: Yew-Siang Poong, Uchenna Cyril Eze, Mohammad Talha

Addresses: Faculty of Information Science and Technology, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia. ' Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia. ' Department of Accounting and MIS, King Fahd University of Petroleum and Mineral, Dharan, Saudi Arabia

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.

Keywords: B2C e-commerce; business-to-consumer; Malaysia; developing countries; PCI; perceived characteristics of innovating; trust; innovation diffusion; electronic commerce; consumer intentions.

DOI: 10.1504/IJEB.2009.027267

International Journal of Electronic Business, 2009 Vol.7 No.4, pp.392 - 427

Published online: 19 Jul 2009 *

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