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Does Persuasive E-commerce Website Influence User's Acceptance and Online Buying Behaviour? The Findings of the Largest E-commerce Website in Malaysia

Abdul Hamid, N. A. and Cheun, C. H. and Abdullah, N. H. and Ahmad, M. F. and Ngadiman, Yunos (2019) Does Persuasive E-commerce Website Influence User's Acceptance and Online Buying Behaviour? The Findings of the Largest E-commerce Website in Malaysia. Springer Link. ISBN 978-3-030-10737-6

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Abstract

Previous study related to persuasive design of e-commerce websites has been shown to significantly impact online buying behavior. Nevertheless, the importance of persuasive applications has been discussed extensively in website design and e-learning application compared to e-commerce especially from Malaysia context. Thus, this paper discusses the assessment of persuasive design to one of the famous e-commerce website in Malaysia. The assessment was adapted from original Persuasive System Design (PSD) model in combination with Technology Acceptance Model for the user acceptance and website usage level. Online survey link was conveniently emailed to the selected ecommerce users. A total of 200 samples were collected and data were analysed using statistical methods. The results revealed extensive use of persuasive features; particularly features related to dialogue support, credibility support, and primary task support; thus highlighting weaknesses in the system credibility. Further the result indicated significant relationship towards user acceptance and online buying behaviour. The findings also confirmed that gender had insignificant relationship towards user acceptance and online buying behaviour. In conclusion, this study suggests possible ways for enhancing persuasive feature implementation via appropriate contextual examples and explanation.

Item Type: Book
Uncontrolled Keywords: Persuasive system design; user acceptance; online buying behaviour; e-commerce.
Subjects: H Social Sciences > HF Commerce > HF1-293 Commerce
Depositing User: Mr Abdul Rahim Mat Radzuan
Date Deposited: 25 Dec 2019 16:19
Last Modified: 25 Dec 2019 16:19
URI: http://eprints.uthm.edu.my/id/eprint/12027
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