Academic journal article International Journal of Business and Society

The Effects of Technology Acceptance Factors on Customer E-Loyalty and E-Satisfaction in Malaysia

Academic journal article International Journal of Business and Society

The Effects of Technology Acceptance Factors on Customer E-Loyalty and E-Satisfaction in Malaysia

Article excerpt


The rapid growth of Internet shopping has led to increasing interest in how to inspire customer e-loyalty and e-satisfaction in Malaysia. By using TAM and TRA as the theoretical base, this study aims to investigate the impact of perceived usefulness, perceived ease of use and perceived enjoyment on customer e-loyalty and e-satisfaction. SPSS and SmartPLS (M3) are used as the main analytical tool. 395 respondents participated in the study and empirical results indicated that perceived usefulness and perceived ease of use positively impacted customer e-loyalty and e-satisfaction. Several implications, limitations of the study, and recommendations for future research are outlined.

Keywords: Perceived Usefulness; Perceived Ease Of Use; Perceived Enjoyment; E-Satisfaction; E-Loyalty; Malaysia.


The rapid growth of IT has encouraged Malaysians to do their shopping on the Internet, which now pervades all aspects of daily life (Chopra & Wallace, 2003). It is the best form of interaction between buyers and e-vendors (Khatibi, Thyagarajan & Seetharaman, 2003) and the most efficient medium of service delivery to e-consumers, e-government and e-retailers (Mahmud, 2008). The internet, furthermore, is considered the primary source of communication, information and entertainment. It is also a new marketing tool that can be used to tailor products and services on websites and to extend this to e-business (Swaminathan, Leplowska-White & Rao, 1999). Its benefits are obvious, but the percentage of Malaysians using the Internet was relatively low (Zawawi, Yusuf & Khan, 2004). This could have been due to the issues of e-insecurity and privacy, and also the ambiguity of regulations (Khatibi et al., 2003). Additionally, Malaysians conservative minded and preferred to buy only when they could see and touch the products physically, rather than involve themselves in an e-transaction.

In Malaysia, e-shopping started in 2004 (Khatibi, Haque & Karim, 2006), but although it has been growing for almost eight years, Malaysian consumers were unfamiliar with and doubtful about this concept (Khatibi et al., 2006). However, a few tended to shop online because of the convenience (e.g., time convenience, transaction convenience and distance convenience), lower price, more product choice (Chua, Khatibi & Ismail, 2006) and cost saving (Kohli, Devaraj & Mohmood, 2004). The vast majority were likely to purchase books and flight tickets and to reserve hotel rooms (Lim, Yap & Lau, 2010). Indeed, most transactions by Malaysian e-users were less than RM500 (Alam & Yasin, 2010).

Hence, this study aims to gain a deeper understanding of customer e-loyalty and e-satisfaction amongst Malaysians. Specifically, it investigates the positive impact of perceived usefulness, perceived ease of use and enjoyment of customer e-loyalty and e-satisfaction. An attempt is made to answer the following questions:

i) Does perceived usefulness affect customer e-loyalty and e-satisfaction?

ii) Does perceived ease of use affect customer e-loyalty and e-satisfaction?

iii) Does perceived enjoyment affect customer e-loyalty and e-satisfaction?


2.1. e-Loyalty

The term e-loyalty is more applicable to consumers who are likely to buy from the same website, rather than switch to other websites (Flavián, Guinaliu & Gurrea, 2006). E-loyalty also describes the positive perceived intention to use and revisit the website in the near future (Cyr, Head & Ivanov, 2009). Sohn and Lee (2004) note that this intention to revisit a particular website and to engage in an e-transaction (Hamid, 2008). In this respect, e-loyalty is a long term commitment between e-retailers and e-consumers (Butcher, Sparks & O'Callaghan, 2001). However, in this study, e-loyalty is defined as perceived loyalty of customers towards websites and their intention to visit the same website for the second purchase. …

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