Factors influencing consumers’ behavioural intention on E-commerce adoption in malaysia

The growth of e-commerce has seen rapid changes and developed higher expectations among retailers and consumers. This is more evident in today's fast growing age of technology-oriented products which demand constant enhancement. The study is aimed at understanding the significant influence of perceived enjoyment, perceived satisfaction, perceived usefulness and perceived service quality factors on the consumers’ behavioural intention on e-commerce adoption in Malaysia. This study was based on four hypotheses which were tested to identify their significant level of influence on the dependant variable, the consumers’ behavioural intention. The findings and analysis were based on secondary data references and primary data were collected through an administered questionnaire to 500 respondents. This study confirms that consumers look at enjoyment, satisfaction, usefulness and service quality as having significant influence on their behavioural intention in the e-commerce industry.