Understanding customer experience in Malaysian E-Commerce: A review of key determinants
List of Authors
  • Muhamad Khodri Kholib Jati , Veera Pandiyan Kaliani Sundram

Keyword
  • Customer Experience, Cognitive Skills, Online Shopping Goods, Performance Expectancy, Effort Expectancy, Social Influence

Abstract
  • The Fourth Industrial Revolution has prompted traditional businesses across various sectors to transition to digital platforms, reshaping business activities and enhancing customer acquisition strategies. In the context of online shopping in Malaysia, the rapid increase in digital-savvy consumers has driven a significant rise in demand for digital shopping experiences. However, despite this shift, several factors must be considered by e-commerce businesses to provide seamless and satisfying customer experiences. This study explores the factors influencing customer experience in online shopping for goods in Malaysia, addressing the gap in research that often relies on limited or extended models without considering the comprehensive interactions between determinants. Through secondary data analysis, this research identifies key factors such performance expectancy, effort expectancy, social influence, and cognitive skills. Additionally, this study proposes a conceptual framework based on the UTAUT 3 model to enhance the understanding of these factors and their relationships, providing valuable insights for improving customer experience and fostering the use of online shopping platforms in Malaysia.

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