E-COMMERCE BEING THE NEW DISRUPTIVE FORCE IN COMSUMER MARKETING IN MALAYSIA

Abstract

The goal that the researcher wants to achieve in conducting this research is to study on the influences that affect the acceptance of e-commerce use in Malaysia and allows better understanding on the acceptance of e-commerce use in consumer marketing. To achieve the aim of this research, an online questionnaire is designed collect primary data from online shoppers in Malaysia, the sampling technique used is non-probability convenience sampling. The distributed online questionnaire has gathered a total of 335 responses from online shoppers of Malaysia from a population of 16.6 million online shopper in Malaysia based on the report of MCMC in 2018 (MCMC, 2018).

In this research the analysis and test used will include factor analysis, where the KMO value from the factor analysis is 0.957 which is categorized as “Meritorious”, which means the independent variables and dependent variable of this research have significant relationship. Furthermore, from the multiple regression test, it is found out that all three variable perceived quality of customer relationship management, perceived ease of use and perceived usefulness have significantly influenced acceptance of e-commerce use; and 90.6% of acceptance towards e-commerce use can be predicted by perceived usefulness, perceived ease of use and perceived quality of customer relationship management. Lastly, this dissertation also includes a recommendation for future research.