Assessing the Impact of E-Commerce of a Footwear Vendor in Malaysia Through a Structural Equation Modeling Approach

Wan Nuraini Fahana Wan Nasir, Muhamad Safiih Lola (), Abdul Aziz K. Abdul Hamid (), Sharifah Sakinah Syed Abd Mutalib, Ribed Vianneca W. Jubilee, Nurul Hila Zainuddin and Akhmad Fauzy
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Wan Nuraini Fahana Wan Nasir: Research Interest Group on Statistical Methods and Machine Learning (STAMMAL), Faculty of Computer Science and Mathematics, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia
Muhamad Safiih Lola: Research Interest Group on Statistical Methods and Machine Learning (STAMMAL), Faculty of Computer Science and Mathematics, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia
Abdul Aziz K. Abdul Hamid: Research Interest Group on Statistical Methods and Machine Learning (STAMMAL), Faculty of Computer Science and Mathematics, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia
Sharifah Sakinah Syed Abd Mutalib: Research Interest Group on Statistical Methods and Machine Learning (STAMMAL), Faculty of Computer Science and Mathematics, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia
Ribed Vianneca W. Jubilee: Labuan Faculty of International Finance, Universiti Malaysia Sabah Labuan International Campus, Federal Territory of Labuan 87000, Malaysia
Nurul Hila Zainuddin: Department of Mathematics, Faculty of Science and Mathematics, Universiti Pendidikan Sultan Idris, Tanjong Malim 35900, Perak Darul Ridzuan, Malaysia
Akhmad Fauzy: Department of Statistics, Universitas Islam Indonesia, Jl. Kaliurang, KM 14.5 Sleman, Yogyakarta 55584, Indonesia

World, 2024, vol. 5, issue 4, 1-28

Abstract: Businesses are leveraging digital technology through e-commerce platforms as a strategy to continue operating following the movement control order (MCO). Online shopping, a subset of e-commerce platforms, allows consumers to browse, select, and purchase products using digital interfaces. Unfortunately, there is a lack of understanding of how this platform can impact customer behavior. Therefore, this study aims to develop new knowledge of customer behavior and assess the relationship between consumer behavior and e-service quality in online shopping to better understand the e-service quality provided by the vendor in Malaysia. A novel model of e-service quality and consumer behavior has been developed and investigated. Survey questionnaires were distributed and tested using structural equation modeling (SEM) to 200 customers who had experienced online shopping during COVID-19. The finding revealed that website design, security/privacy, and fulfillment are statistically correlated with e-service quality. However, customer service is not significantly correlated with e-service quality. Meanwhile, the quality of e-services is statistically significantly related to customer behavior. This study shows that e-service quality can provide good customer behavior post-COVID-19. Online shopping is therefore predicted to boost the economy of the country, but consumers also want high-quality e-services to continue. Retailers can improve their storefronts, engage customers, and promote responsible consumption.

Keywords: business models; digital technologies; entrepreneurial innovation; digital transformation; innovation management (search for similar items in EconPapers)
JEL-codes: G15 G17 G18 L21 L22 L25 L26 Q42 Q43 Q47 Q48 R51 R52 R58 (search for similar items in EconPapers)
Date: 2024
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