3311ijmit01 PDF
3311ijmit01 PDF
3311ijmit01 PDF
3, August 2011
ABSTRACT
Today e-commerce has become crucial element to transform some of the world countries into an
information society. Business to consumer (B2C) in the developing countries is not yet a normalcy as
compared to the developed countries. Consumer behaviour research has shown disappointing results
regarding the overall use of the Web for online shopping, despite its considerable promise as a channel for
commerce. As the use of the Internet continues to grow in all aspects of daily life, there is an increasing
need to better understand what trends of internet usage and to study the barriers and problem of e-
commerce adoption. Hence, the purpose of this research is to define how far Technology Acceptance Model
(TAM) contributed in e-commerce adoption. Data for this study was collected by the means of a survey
conducted in Malaysia in 2010. A total of 611 questionnaire forms were delivered to respondents. The
location of respondents was within Penang state. By studying this sample, conclusions would be drawn to
generalize the interests of the population.
KEYWORDS
E-commerce, Technology Acceptances Model (TAM), e-commerce application, online shopping, online
banking, online payment & buying online.
1. INTRODUCTION
1.1. Background
Electronic Commerce or e-commerce has received much attention from governments, businesses
and regional organizations or institutions. This importance has been attributed to a few
converging factors. These factors include: first, the development of the use of the Internet as a
means by which information is disseminated and through which communication and connectivity
is enabled. Second, the affordability of personal computers had increased their computing
capability, and the wide use of open standards in the computer software applications [6]. Third, is
supportive legal policy where government and regulatory bodies are collaborating on a wider
platform to ensure e-commerce law, policy and regulations are enforced for consumers’
protection [12]. Lastly, broadband promoting where this year, government had announced
‘Malaysia Broadband Initiative’ to promote high speed broadband service and Malaysians will
enjoy Internet surfing speeds from 5 megabits per second (Mbps) to 20Mbps [4].
DOI : 10.5121/ijmit.2011.3301 1
International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
In addition, a Common Reference Framework for e-Commerce Legal Infrastructure has been
published to assist the countries without, or with inadequate, e-commerce legislations. An e-
commerce white paper to share available information on each country’s initiatives and
development is under preparation. A Cyber laws seminar was held in order to share best practices
and learn from the experiences of the more developed countries in ASEAN. The e-ASEAN Public
Key Infrastructure Forum has also been established. The studies on cross-border harmonization of
e-transactions and signatures legal frameworks are underway [17].
2. LITERATURE REVIEW
2.1. Perceived Characteristics of the Web
Perceived characteristics of technology have been identified as a key variable to explain potential
users’ adoption intention and usage behaviour. Because different adopters might perceive
attributes of a technology in different ways, their consequent behaviour related to the use of the
technology might be different. Web site layout design and information content also are important
in order to arouse initial consumers’ interest to further explore a site [16]. Research in the e-
commerce domain has shown that website features positively influence consumers’ intention to
engage in online activities [2]. The two major underlying models in the research context of the
adoption of innovation and technology are the diffusion of innovations model and the technology
acceptance model. A major focus in these studies has been how potential users’ perceptions of the
technology influence its adoption.
Using the diffusion of innovations model of Rogers, the work of Tornatzky and Klein, and other
existing instruments based on Rogers’ taxonomy, proposed an instrument to measure various
perceptions of information technology adoption [14]. Another widely tested model in the context
of information technology adoption is the technology acceptance model (TAM), which is based
on the theory of reasoned action [13]. Significant empirical research has used TAM to predict
user acceptance of information technology and to examine consumers’ behaviour on the Web. It
involves two constructs that model the adoption of IT. First, perceived usefulness is the degree to
which an individual believes that using a particular system would enhance one’s job performance.
Second, perceived ease of use is the degree to which an individual believes that using a particular
system would be free of physical and mental effort. A major focus in these studies has been on
how potential users’ perceptions of the technology influence its adoption.
3. METHODOLOGY
3.1. Variables
The two types of variables available in this research were dependent variables and independent
variables. It was crucial to identify these two types of variables in order to develop a solid
conceptual framework. The dependent variables were the variables of primary interest for the
research. The goal of this research was to understand and describe the dependant variables, or to
explain its variability, or predict it. In the case of this research, the primary dependant variable
would be consumers’ intention to use the e-commerce system.
Independent variables significantly influenced the dependant variables in either positive or
negative ways. The variances in the dependent variables were accounted for by the independent
variables. The independent variables involved in this research were perceived usefulness,
perceived ease of use and perceived enjoyment and consumer trait. These four independent
variables would be tested to identify whether or not these variables possess influence on the
dependent variable.
Consumer Trait
Perceived
Usefulness
Attitudes
towards Intention to
Perceived Use
e-commerce
Ease of Use e-
commerce
Perceived
Enjoyment
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
3.3.3 Perceived enjoyment
Perceived enjoyment refers to the extent to which the activity of using a computer is perceived
enjoyable in its own right. Perceived enjoyment significantly affects intentions to use electronic
system [3].
H3 There was a positive relationship between perceived enjoyment and consumer intention
in using e-commerce.
4. DATA ANALYSIS
4.1. Hypotheses Testing
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
51-60 Count 54 6 60
Expected Count 46.0 14.0 60.0
% within Age 90.0% 10.0% 100.0%
Total Count 468 143 611
Expected Count 468.0 143.0 611.0
% within Age 76.6% 23.4% 100.0%
Table 2 shows, the chi-square value is 23.851 and the degree of freedom is 3. The p-value of the
test is less than 0.001. The minimum expected count is 7.49, which is more than 1. Thus, it can be
concluded that e-commerce adoption depends on age.
Table 4 shows, the chi-square value is 179.125 and the degree of freedom is 3. The p-value of the
test is less than 0.001. The minimum expected count is 1.64, which is more than 1. Thus, it can be
concluded that e-commerce adoption depends on education.
Table 4. E-commerce adoption and Education Level Chi-Square Tests
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 179.125a 3 .000
Likelihood Ratio 179.355 3 .000
Linear-by-Linear 148.033 1 .000
Association
N of Valid Cases 611
a. 1 cells (12.5%) have expected count less than 5. The minimum
expected count is 1.64.
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
Table 5. E-commerce Adoption and Annual Income Level Crosstabulation
Income * EC_adoption Crosstabulation
EC_adoption
yes no Total
Income below RM 20,000 Count 84 108 192
Expected Count 147.1 44.9 192.0
% within Income 43.8% 56.3% 100.0%
RM 20,001 - RM 30,000 Count 102 17 119
Expected Count 91.1 27.9 119.0
% within Income 85.7% 14.3% 100.0%
RM 30,001 - RM 40,000 Count 102 11 113
Expected Count 86.6 26.4 113.0
% within Income 90.3% 9.7% 100.0%
RM 40,001 - RM 50,000 Count 44 3 47
Expected Count 36.0 11.0 47.0
% within Income 93.6% 6.4% 100.0%
RM 50,001 - RM 60,000 Count 27 2 29
Expected Count 22.2 6.8 29.0
% within Income 93.1% 6.9% 100.0%
above RM 60,000 Count 109 2 111
Expected Count 85.0 26.0 111.0
% within Income 98.2% 1.8% 100.0%
Total Count 468 143 611
Expected Count 468.0 143.0 611.0
% within Income 76.6% 23.4% 100.0%
Table 6 shows, the chi-square value is 173.745 and the degree of freedom is 5. The p-value of the
test is less than 0.001. The minimum expected count is 6.79, which is more than 1. Thus, it can be
concluded that e-commerce adoption depends on income.
Table 6. E-commerce adoption and Annual Income Level Chi-Square Tests
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 173.745a 5 .000
Likelihood Ratio 175.101 5 .000
Linear-by-Linear 114.372 1 .000
Association
N of Valid Cases 611
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 173.745a 5 .000
Likelihood Ratio 175.101 5 .000
Linear-by-Linear 114.372 1 .000
Association
N of Valid Cases 611
a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 6.79.
ENTER method regression analyses were conducted to ascertain the best set of consumer
acceptance on e-commerce. To identify the predictors of consumer acceptance, 3- predictors
multiple linear regression models was proposed. The 3-predictors variables were perceived
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
usefulness (X1), perceived ease of use (X2) and perceived enjoyment (X3). The equation of the
proposed multiple linear regression models was as follows (Equation 1):
Y1 = bo + b1X1 + b2X2 + b3X3 + e (Equation 1)
Where:
Y1 : Consumer acceptance on e-commerce
bo : Intercept
b1-3 : Slopes (estimates of coefficients)
X1 : Perceived usefulness
X2 : Perceived ease of use
X3 : Perceived enjoyment
e : Random error
As depicted in table 8, the estimate of the augmented model (Equation 2) coefficients for bo was
0.755, b1 was 0.309, b2 was 0.272 and b3 was 0.257. Therefore, the final estimated model was
shown in Equation 2.
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Std.
Model B Error Beta t Sig.
1 (Constant) .755 .135 5.596 .000
Perceived_Usefulness .309 .047 .275 6.609 .000
Perceived_Ease_of_Use .272 .053 .274 5.117 .000
Perceived_Enjoyment .257 .040 .287 6.470 .000
a. Dependent Variable: Intention_to_Use
Model Summaryb
Change Statistics
Std. Error R
R Adjusted of the Square F Sig. F Durbin-
Model R Square R Square Estimate Change Change df1 df2 Change Watson
1 .760a .577 .575 .41360 .577 276.023 3 607 .000 .832
a. Predictors: (Constant), Perceived_Enjoyment, Perceived_Usefulness, Perceived_Ease_of_Use
b. Dependent Variable: Intention_to_Use
5. CONCLUSION
5.1. Introduction
The primary objective of this study was to find the factors that influencing and contributing to the
customers’ intention to use e-commerce. TAM has proven to be a useful theoretical model in
helping to understand and explain use behaviour in IS implementation. It has been tested in many
empirical researches and the tools used with the model have proven to be of quality and to yield
statistically reliable results [8].
The present study was the first attempt to examine TAM in relation to virtual model technology
offered by an online apparel retailer [7]. The findings of the present study indicate that TAM
offers valuable constructs (perceived usefulness, perceived ease of use, and perceived enjoyment)
to explain the effect of e-commerce adoption.
The framework that was proposed in this article offers a potentially useful starting point for the
development of improved insight into this aspect of e-commerce adoption issues. In this research,
emphasize factors that contributed to the e-commerce acceptances and demographics segments
that will contributed to the e-commerce acceptances as well.
5.2. Recommendation
Strategic efforts of retaining online customers were determined by the user’s level of
sophistication. These efforts were undermined by the competitive forces within the e-commerce
environment where there was a reduction in consumers’ search cost, lower barriers to entry, and
reduced distinctiveness of firms. Effective retention of online users let the web site grow leading
to monetary benefits for businesses due to loyal customers would likely to do further purchases
and have positive words of mouth and were also willing to pay more for the same services.
E-commerce body, agencies and web providers should advertise and publicize their security
innovations, as this would play a role in improving consumer confidence in their service. The
three golden rules for e-commerce body and web providers were communication, campaign and
reliability. If customers were aware of what was on offer, they would soon want to try it.
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International Journal of Managing Information Technology (IJMIT) Vol.3, No.3, August 2011
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Authors
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