Citation

Kiew, Chee Ching and Abu Hasan, Nadia and Abu Hasan, Zuha Rosufila (2019) Preliminary Analysis of Consumer Intention to Use Shopee: The Role of Perceived Benefits among Consumer in East Coast Malaysia. In: 3rd ASIA International Multidisciplinary Conference (AIMC 2019), 2019, Universiti Teknologi Malaysia, Johor Bharu, Malaysia.

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Abstract

In Malaysia, Shopee online shopping platform has become increasingly popular among consumer to do online purchase as compared to brick and mortar retail. In fact, consumer choose Shopee due to benefits and enjoyment. However, Shopee has facing intense competitive challenges with another competitor in Malaysia. In addition, it is difficult for Shopee to compete with major leader of online shopping although this platform offers the same function and usage as its contender. Hence, it is important to understand consumer perception benefit and intention of using Shopee. This study examine consumer perceived usefulness, perceived ease of use, perceived price, perceived convenience and perceived trust adapted from Technology Acceptance Model (TAM) using online and self-administered survey in East Cost of Malaysia. It is hoped that this study will help practitioners to understand consumer online shopping perception and intention in order to induce visitation and usage of Shopee.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Technology Acceptance Model, Perceived Benefit, Shopee, survey
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5549-5549.5 Personnel management. Employment management
Divisions:	Faculty of Law (FOL)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	01 Nov 2021 02:29
Last Modified:	01 Nov 2021 02:29
URII:	http://shdl.mmu.edu.my/id/eprint/9135

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