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The Factors That Influence The Customers' Intention To Online Business

Farra Adilla, Farah Diyana, Nur 'Ain 'Afifah, Sharina Osman
2020 Proceedings of the Proceedings of the First International Conference on Technology Management and Tourism, ICTMT, 19 August, Kuala Lumpur, Malaysia   unpublished

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Online business is a platform that the customers use to buy product and services other than brick and mortar. The main purpose of this study is to determine the factors that influence the customers' intention to perform online business. This study employed simple random sampling using questionnaires which were distributed to respondents through online platform. About 103 respondents took part in the survey. Multiple linear regressions have been used to test the differences between independent
more » ... riable and dependent variable. The result revealed that customer trust and subjective norms are positively and significantly related to customer intention. However, the result shows that website ease of use has a weak but positive relationship with customer intention. On the other hand, website security has no relationship with customer intention.
doi:10.4108/eai.19-8-2019.2293776 fatcat:3ag4ve4w5zdubllswdigs4yhqq
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Farra Adilla, Farah Diyana, Nur 'Ain 'Afifah, Sharina Osman. "The Factors That Influence The Customers' Intention To Online Business." Proceedings of the Proceedings of the First International Conference on Technology Management and Tourism, ICTMT, 19 August, Kuala Lumpur, Malaysia (2020)