Proceedings of the First International Conference on Technology Management and Tourism, ICTMT, 19 August, Kuala Lumpur, Malaysia

Research Article

The Factors That Influence The Customers’ Intention To Online Business

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  • @INPROCEEDINGS{10.4108/eai.19-8-2019.2293776,
        author={Farra Anis Adilla and Farah  Diyana and Nur ‘Ain  ‘Afifah and Sharina  Osman},
        title={The Factors That Influence The Customers’ Intention To Online Business},
        proceedings={Proceedings of the First International Conference on Technology Management and Tourism, ICTMT, 19 August, Kuala Lumpur, Malaysia},
        publisher={EAI},
        proceedings_a={ICTMT},
        year={2020},
        month={5},
        keywords={customer’s intention online business customer characteristic attributes website},
        doi={10.4108/eai.19-8-2019.2293776}
    }
    
  • Farra Anis Adilla
    Farah Diyana
    Nur ‘Ain ‘Afifah
    Sharina Osman
    Year: 2020
    The Factors That Influence The Customers’ Intention To Online Business
    ICTMT
    EAI
    DOI: 10.4108/eai.19-8-2019.2293776
Farra Anis Adilla1,*, Farah Diyana1, Nur ‘Ain ‘Afifah1, Sharina Osman1
  • 1: Universiti Kuala Lumpur Business School
*Contact email: farah.kadir02@s.unikl.edu.my

Abstract

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 variable 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.