The study on Malaysia Agricultural E-Commerce (AE): Customer Purchase Intention

Kai Wah Hen - International College, Tunghai University, Taiwan
Choon Sen Seah - Universiti Tunku Abdul Rahman, Kajang, 43000, Malaysia
Deden Witarsyah - Telkom University Bandung, Indonesia
Shazlyn Milleana Shaharudin - Universiti Pendidikan Sultan Idris, Tanjung Malim, Perak, Malaysia
Yin Xia Loh - Universiti Tunku Abdul Rahman, Kajang, 43000, Malaysia


Citation Format:



DOI: http://dx.doi.org/10.30630/joiv.7.3.1372

Abstract


Electronic commerce (E-Commerce) became an essential trading platform after the Covid-19 pandemic. From essential products to luxury brands, consumers can find almost everything on the normal E-Commerce platforms with the exception of fresh agricultural products. Agricultural E-Commerce (AE) is introduced to overcome the market needs. Technology Acceptance Model (TAM) is studied and integrated with additional variables to determine the needs of AE in Malaysia. In this study, five variables (product quality, logistic service quality, perceived price & value, platform design quality, and platform security) were studied to determine the Malaysian consumers’ purchase intention towards the AE. Five hypotheses were developed to identify the relationship between the variables. A total of 300 AE users have contributed their perception as respondents in this study through a survey questionnaire. The collected data were processed before the data analysis via Statistical Package for The Social Science (SPSS) version 25.0. Descriptive analysis, and inferential analysis were conducted. The result shows that all five variables are significantly related to the purchase intention towards AE. The product quality has the highest significant value (0.805) towards the purchase intention on AE, followed by logistic service quality, platform security, platform design quality and perceived price and value. Implication, limitation, and recommendation were also being discussed to assist the AE stakeholders in improving their AE.

Keywords


Agricultural E-Commerce, Purchase Intention, Technology Adoption, Malaysia

Full Text:

PDF

References


W. Ma and D. Liu, ‘Research on E-commerce Development of Small and Medium-sized Enterprises Under the Background of Internet +’, in 2021 2nd International Conference on E-Commerce and Internet Technology (ECIT), Mar. 2021, pp. 181–184. doi: 10.1109/ECIT52743.2021.00048.

M. P. Low, C. sen Seah, T.-H. Cham, and S. H. Teoh, ‘Digitalization adoption for digital economy: an examination of Malaysian small medium-sized enterprises through the technology–organization–environment framework’, Business Process Management Journal, vol. 28, no. 7, pp. 1473–1494, Nov. 2022, doi: 10.1108/BPMJ-06-2022-0282.

T. Reardon et al., ‘Eâ€commerce’s fastâ€tracking diffusion and adaptation in developing countries’, Appl Econ Perspect Policy, vol. 43, no. 4, pp. 1243–1259, Dec. 2021, doi: 10.1002/aepp.13160.

Y. Wen, L. Kong, and G. Liu, ‘Big Data Analysis of e-Commerce Efficiency and Its Influencing Factors of Agricultural Products in China. ’, Mobile Information Systems, 2021.

L. L. Har, U. K. Rashid, L. te Chuan, S. C. Sen, and L. Y. Xia, ‘Revolution of Retail Industry: From Perspective of Retail 1.0 to 4.0’, Procedia Comput Sci, vol. 200, pp. 1615–1625, 2022, doi: 10.1016/j.procs.2022.01.362.

Y. S. Cheong, C. sen Seah, Y. X. Loh, and L. H. Loh, ‘Artificial Intelligence (Ai) In The Food And Beverage Industry: Improves The Customer Experience’, in 2021 2nd International Conference on Artificial Intelligence and Data Sciences (AiDAS), Sep. 2021, pp. 1–6. doi: 10.1109/AiDAS53897.2021.9574261.

R. Kalim, N. Arshed, and W. Ahmad, ‘Aligning the Real Sector Production with Human Development: Exploring Role of Multi-sector Collaboration’, Soc Indic Res, vol. 157, no. 3, pp. 955–976, Oct. 2021, doi: 10.1007/s11205-021-02684-w.

S. Secinaro, F. Dal Mas, M. Massaro, and D. Calandra, ‘Exploring agricultural entrepreneurship and new technologies: academic and practitioners’ views’, British Food Journal, vol. 124, no. 7, pp. 2096–2113, Jun. 2022, doi: 10.1108/BFJ-08-2021-0905.

X. Xie, ‘New Farmer Identity: The Emergence of a Postâ€Productivist Agricultural Regime in China’, Sociol Ruralis, vol. 61, no. 1, pp. 52–73, Jan. 2021, doi: 10.1111/soru.12322.

X. Zhao, S. Deng, and Y. Zhou, ‘The impact of reference effects on online purchase intention of agricultural products’, Internet Research, vol. 27, no. 2, pp. 233–255, Apr. 2017, doi: 10.1108/IntR-03-2016-0082.

Y. Xia Loh et al., ‘The Factors and Challenges affecting Digital Economy in Malaysia’, 2021. [Online]. Available: https://journal.uib.ac.id/index.php/combines

C. sen Seah et al., ‘The Significance of Technology in Digitalising Malaysia Industries’, 2021. [Online]. Available: https://journal.uib.ac.id/index.php/combines

L. Warlina, F. F. Siddiq, and T. Valentina, ‘Designing website for online business in the agricultural sector’, J Phys Conf Ser, vol. 1402, no. 6, p. 066080, Dec. 2019, doi: 10.1088/1742-6596/1402/6/066080.

C. sen Seah, Y. X. Loh, Y. S. Wong, F. W. Jalaludin, and L. H. Loh, ‘The Influence of COVID-19 Pandemic on Malaysian E-Commerce Landscape: The case of Shopee and Lazada’, in 2022 6th International Conference on E-Commerce, E-Business and E-Government, Apr. 2022, pp. 215–221. doi: 10.1145/3537693.3537726.

F. Davis, ‘Technology Acceptance Model: Origins. ’, Working Papers on Information Systems, 1989.

W. Z. Yap, B. C. Sia, H. L. Goh, and T. H. Cham, ‘Exploring the Technology Acceptance of Wearable Medical Devices Among the Younger Generation in Malaysia: The Role of Cognitive and Social Factors’, 2023, pp. 667–679. doi: 10.1007/978-3-031-20429-6_60.

A. Kumar, A. Anand, U. Pandita, and K. P. Arjun, ‘A Dynamic Online Shopping Website for Incorporating Different Business in a Single Platform’, 2022, pp. 23–29. doi: 10.1007/978-981-16-8987-1_3.

S. Narayanan, J. Gruber, G. Liedtke, and C. Antoniou, ‘Purchase intention and actual purchase of cargo cycles: Influencing factors and policy insights’, Transp Res Part A Policy Pract, vol. 155, pp. 31–45, Jan. 2022, doi: 10.1016/j.tra.2021.10.007.

G. Sainis, A. Kriemadis, and D. Kapnisi, ‘The Impact of Sustainability and Total Quality Management on SMEs Financial Performance Under Crisis Conditions’, 2022, pp. 235–255. doi: 10.1007/978-3-030-76583-5_10.

D. Novita and A. P. Budiarti, ‘Perceived security, trust, privacy, and continuance intention of e-commerce customer’, 2022, doi: 10.24036/omiss.v2i1.55.

Sung Tae Kim, Hong-Hee Lee, Taewon Hwang, and Byeonghwa Park, ‘The Impact of Relationship Quality on Supply Chain Performance in Logistics Outsourcing.’, Journal of Managerial Issues, 2022.

C. Bhattacharya, S. Saurabh, M. Sanyal, and M. Hudnurkar, ‘Warehousing and Facility Location in E-Commerce’, 2022, pp. 227–253. doi: 10.1142/9789811245992_0012.

Y. Zeng, F. Jia, L. Wan, and H. Guo, ‘E-commerce in agri-food sector: a systematic literature review’, International Food and Agribusiness Management Review, vol. 20, no. 4, pp. 439–460, Jul. 2017, doi: 10.22434/IFAMR2016.0156.

X. He and Y. Hu, ‘Understanding the role of emotions in consumer adoption of electric vehicles: the mediating effect of perceived value’, Journal of Environmental Planning and Management, vol. 65, no. 1, pp. 84–104, Jan. 2022, doi: 10.1080/09640568.2021.1878018.

S. F. Salem and A. B. Alanadoly, ‘What drives Malaysian online fashion shopping? The mediating role of perceived value’, Journal of Global Fashion Marketing, vol. 13, no. 1, pp. 75–89, Jan. 2022, doi: 10.1080/20932685.2021.1978308.

M. Alidoosti, A. Nowroozi, and A. Nickabadi, ‘Semantic web Racer: Dynamic security testing of the web application against race condition in the business layer’, Expert Syst Appl, vol. 195, p. 116569, Jun. 2022, doi: 10.1016/j.eswa.2022.116569.

P. Ariwibowo and T. Djuhartono, ‘E-Commerce (Marketplace) for Marketing of MSME Products in Balekambang Village-East Jakarta’, KANGMAS: Karya Ilmiah Pengabdian Masyarakat, vol. 2, no. 1, pp. 64–76, Mar. 2021, doi: 10.37010/kangmas.v2i1.151.

T.-C. Chen, Y.-S. Liang, P.-S. Ko, and J.-C. Huang, ‘Optimization Model of Cross-Border E-commerce Payment Security by Blockchain Finance’, Wirel Commun Mob Comput, vol. 2021, pp. 1–9, Dec. 2021, doi: 10.1155/2021/9192219.

D. Febiyola and A. Tien, ‘Personal Data Safety On The Digital Shopping Platform (Consumer Protection Assessment)’, 2021.

Z. Gao, H.-H. Kim, and J.-Y. Sim, ‘Research on Influencing Factors of Consumer Behavior of Fresh Agricultural Products E-commerce in China’, Journal of Digital Convergence, vol. 18, no. 6, pp. 167–175, 2020, doi: 10.14400/JDC.2020.18.6.167.

J. Gregar, ‘Research Design (Qualitative, Quantitative and Mixed Methods Approaches)’, 2017.

Uma Sekaran and Roger Bougie, Research methods for business: A skill building approach. 2016.

S. McCombes, ‘An introduction to sampling methods’, Scribbr, 2021.

C. W. Yin, E. E. M. Arif, T. S. Theam, S. C. Sen, T. C. Y. Ying, and C. T. Huei, ‘Determinants of the Sustainability of Tech Startup: Comparison Between Malaysia and China’, 2023, pp. 567–579. doi: 10.1007/978-3-031-16865-9_45.