Tong Tianjie, Xiong Yuyu
Graduate School of Business, SEGI University, Petaling Jaya, Malaysia.
Postgraduate Department, Henan Agricultural University, Zhengzhou, China.
Front Psychol. 2022 Aug 10;13:889147. doi: 10.3389/fpsyg.2022.889147. eCollection 2022.
Companies in the world today understand that keeping users in touch is essential to enhancing their trust. The primary objective of this study was to determine the intention-based critical determinants of E-commerce utilization in China from the end users' perspective. We developed a framework that identifies the factors that influence E-commerce utilization in China. Besides, we introduced observational research (data analysis) conducted in a real-world E-commerce sense. Results are based on a sample of 400 respondents by employing a comprehensive questionnaire survey. The structural equation modeling (SEM) and the partial least squares (PLS) regression approach was used to analyze the data. Study results show that perceived usefulness, perceived ease of use, reputation, trust in vendors, and purchase frequency significantly influence consumers' intention to use E-commerce systems. Research outcomes emphasize transforming social norms, raising consumers' awareness, redesigning policy frameworks, and highlighting the paybacks that E-commerce offers through integrative and consistent efforts.
当今世界的企业明白，让用户保持联系对于增强他们的信任至关重要。本研究的主要目的是从终端用户的角度确定中国电子商务使用基于意图的关键决定因素。我们开发了一个框架，以识别影响中国电子商务使用的因素。此外，我们引入了在真实电子商务场景中进行的观察性研究（数据分析）。结果基于通过全面问卷调查的400名受访者样本。使用结构方程模型（SEM）和偏最小二乘（PLS）回归方法分析数据。研究结果表明，感知有用性、感知易用性、声誉、对供应商的信任和购买频率显著影响消费者使用电子商务系统的意图。研究成果强调通过综合和一致的努力来转变社会规范、提高消费者意识、重新设计政策框架以及突出电子商务提供的回报。
