Analyzing the impact of eservice platform for shopee business owners in Klang Valley

Lim, Ying Ze (2024) Analyzing the impact of eservice platform for shopee business owners in Klang Valley. Final Year Project, UTAR.

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Abstract

This study investigates the factors influencing business owners’ intention to adopt the eService Platform within Digital Free Trade Zones (DFTZs) in Malaysia, focusing on Shopee as the primary platform. Drawing on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT), this study examines four independent variables (IVs): convenience, reliability, privacy security, and perceived behavioral control. Quantitative methods were used to collect data, including a structured survey distributed among 394 micro, small, and medium enterprises (MSMEs) business owners in Klang Valley. Structural equation modelling (SEM) via SmartPLS evaluated the relationship between the variables. The results show that reliability, privacy security, and perceived behavioral control significantly influence the businesses’ intention to adopt the eService Platform. Perceived behavioral control is also significantly influenced by privacy security, highlighting how it influences business owners’ trust in the platform. However, convenience was found to have no significant impact on adoption intention. These findings emphasize improving user support, reliable infrastructure, and privacy safeguards to encourage adoption. Offers business owners actionable insights, recommendations, and value propositions; offers policymakers a policy direction, practical steps, and broader impact; and offers platform providers like Shopee to enhance the platform, advise targeted marketing, and educational initiatives may use the study’s practical insight to improve the digital trading ecosystem and overcome barriers to adoption. Recommendations for enhancing this study are diversifying survey language options to different business owners, adding more factors for more profound research in this sector, including perceived risk and cost effectiveness, and expanding to other geographical areas and e-commerce platforms like out of Malaysia or even though Lazada, Taobao, and Amazon to make the research in this sector more reliable and valid. Keywords: eService Platform, Digital Free Trade Zones (DFTZs), Shopee, Perceived Behavioral Control, Cross-Border Trade

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