Consumer Satisfaction in E-shopping: Shopee Malaysia Case

Ming Hui Chong; Wai Yee Chow; Xue Qi Chow; Christine Chiaw Han Lim

doi:10.32535/apjme.v6i1.2231

Consumer Satisfaction in E-shopping: Shopee Malaysia Case

Ming Hui Chong, Wai Yee Chow, Xue Qi Chow, Christine Chiaw Han Lim

Abstract

After the outbreak of the Covid-19 pandemic, e-shoppingÂ has grown substantially. Consumer purchasing behavior changed from physical mode to online mode. They comprehended the convenience of purchasing goods on E-shops such as Shopee. Shopee is Malaysia's most popular e-commerce platform, and its user base increased significantly following the pandemic. It created a significant obstacle for Shopee to maintain and enhance consumer satisfaction. Consequently, the purpose of this paper is to discover the factors influencing consumer satisfaction with Shopee in Malaysia. In this study, six factors were identified: perceived ease of use, perceived security, perceived trust, perceived price, and perceived convenience. Our study used an online survey questionnaire created using Google Forms. Through the study, a total of 151 Shopee users from Malaysia were gathered. SPSS will be used to analyze the respondent data to determine the significance of each factor in relation to customer satisfaction. The results of this study show that perceived price, perceived convenience, and perceived security have a significant impact on customer satisfaction. However, perceived ease of use, perceived trust, and perceived usefulness are insignificant in influencing customer satisfaction among Shopee users in Malaysia. This research gives essential information and guidance for enhancing Shopee's customer satisfaction.

Full Text:

PDF

References

Aineah, B. N. (2016). Factors Influencng Online Purchasing Intention among College Students in Nairobi City (Doctoral dissertation, United States International University-Africa).

Akbar, R. M. I., Sularso, R. A., & Indraningrat, K. (2020). The Effect of Price, Ease of Transaction, Information Quality, Safety, and Trust on Online Purchase Decision. E-Journal of Business Economics and Accounting, 7(1), 77. https://doi.org/10.19184/ejeba.v7i1.14956

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive Home Shopping: Incentives for Consumers, Retailers, and Manufacturers to Participate in Electronic Mavketphces. Journal of Marketing, 61.

Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping. Internet Research, 25(5), 707â€“733. https://doi.org/10.1108/intr- 05-2014-0146

Alhammadi, A. A., & Tariq, M. U. (2020). The Impact of Quality E-payment System on Customer Satisfaction. Journal of Critical Reviews, 7(15), 5438-5447.

Al Karim, R. (2013). Customer Satisfaction in Online Shopping: a study into the reasons for motivations and inhibitions. Journal of Business and Management Volume 11, Issue 6, 13-20.

Almarashdeh, I., Jaradat, G., Abuhamdah, A., Alsmadi, M., Alazzam, M. B., Alkhasawneh, R., & Awawdeh, I. (2019). The difference between shopping online using mobile apps and website shopping: A case study of service convenience. International Journal of Computer Information Systems and Industrial Management Applications, 11, 151-160.

Aryani, D. N., Nair, R. K., Hoo, D. X. Y., Hung, D. K. M., Lim, D. H. R., Chandran, D. A. R., Chew, W. P., & Desai, A. (2021). A Study on Consumer Behaviour: Transition from Traditional Shopping to Online Shopping During the COVID-19 Pandemic. International Journal of Applied Business and International Management, 6(2), 81â€“95. https://doi.org/10.32535/ijabim.v6i2.1170

Bailusy, M. N., Buamonabot, I., Fahri, J., & Arilaha, M. A. (2022). ONLINE SHOPPING INDONESIA: CUSTOMER PERCEPTION. International Journal of Applied Business and International Management, 7(2), 82â€“104. https://doi.org/10.32535/ijabim.v7i2.1662

BaubonienÄ—, Å½., & GuleviÄiÅ«tÄ—, G. (2015). E-commerce factors influencing consumers â€˜online shopping decision. Social technologies, 5(1), 62-73.

Benoit, S., Klose, S., & Ettinger, A. (2017). Linking service convenience to satisfaction: dimensions and key moderators. Journal of Services Marketing, 31(6), 527â€“538. https://doi.org/10.1108/jsm-10-2016-0353

Bland, J. M., & Altman, D. G. (1997b). Statistics notes: Cronbachâ€™s alpha. BMJ, 314(7080), 572â€“572. https://doi.org/10.1136/bmj.314.7080.572

Cheema, U., Rizwan, M., Jalal, R., Durrani, F., & Sohail, N. (2013). The Trend of Online Shopping in 21st Century: Impact of Enjoyment in Tam Model. Asian Journal of Empirical Research, 3(2), 131â€“141. https://archive.aessweb.com/index.php/5004/article/download/2948/4491

Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & Management, 46(7), 411-417. https://doi.org/10.1016/j.im.2009.08.002

Chiang, K. P., & Dholakia, R. R. (2003). Factors Driving Consumer Intention to Shop Online: An Empirical Investigation. Journal of Consumer Psychology, 13(1), 177â€“ 183. https://doi.org/10.1207/153276603768344898

Chou, S., Chen, C.-W. and Lin, J.-Y. (2015), "Female online shoppers: Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development", Internet Research, Vol. 25 No. 4, pp. 542-561. https://doi.org/10.1108/IntR-01-2014-0006

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 318â€“339. https://doi.org/10.2307/249008

Dholakia, R., & Ching, P. (2003). Factors Driving Consumer Intention to Shop Online: An Empirical Investigation. Journal of Consumer Psychology, 13(1â€“2), 177â€“183.

Dixit, G. S. (2018). A study of the factors Affecting Online Shopping of Products in Indore City. Shabd Braham International Research Journal of Indian Languages, 6(4), 88-94.

Eid, M. I. (2011). Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78- 93, retrieved from http://www.jecr.org/sites/default/files/12_1_p05.pdf

Gera, N., Fatta, D. D., Garg, R., & Malik, S. (2021). Which are online shopping determinants Analysing ease and convenience to use, prior shopping experience, online benefits, social influence in India. International Journal of Electronic Marketing and Retailing, 12(1), 19. https://doi.org/10.1504/ijemr.2021.112251

Halo, V. (2022, October 28). Malaysia e-commerce market to grow 20 percent in 2022. Retail in Asia. https://retailinasia.com/featured/malaysia-e-commerce-market-to- grow-20-percent-in-2022/

Harn, A. C. P., Khatibi, A., & Ismail, H. B. (2006). E-Commerce: A Study on Online Shopping in Malaysia. Journal of Social Sciences, 13(3), 231â€“242. https://doi.org/10.1080/09718923.2006.11892554

Hamed AL-Shukri Udayanan, H. K. (2019b). Factors Influencing Online Shopping Intention: A study among online shoppers in Oman. International Journal of Academic Research in Business and Social Sciences, 9(3). https://doi.org/10.6007/ijarbss/v9-i3/5736

Handayani, D. F. R., PA, R. W., & Nuryakin, N. (2021). The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty. Journal of Business Strategies , 25(2), 119â€“130. https://doi.org/10.20885/jsb.vol25.iss2.art3

Hasanah Yusof et al., E-COMMERCE: INCREASE OF SHOPEE USAGE DURING COVID-19. (2021, June 21). https://sites.google.com/view/beritadimensi/dimensi/special-report/e-commerce- increase-of-shopee-usage-during-covid-19

Haque, A., & Khatibi, A. (2006). The study of the behaviour of Malaysian consumers towards online shopping. Asian Journal of Information Technology, 5(1), 12-19.

Homburg, C. (2005). Customersâ€™ Reactions to Price Increases: Do Customer Satisfaction and Perceived Motive Fairness Matter? Journal of the Academy of Marketing Science, 33(1), 36â€“49. https://doi.org/10.1177/0092070304269953

Jacoby J. & Olson J. C. (1976). Consumer response to price : attitudinal information processing perspective (condensed version). College of Business Administration Pennsylvania State University.

Juliana, J., Djakasaputra, A., Pramono, R., & Hulu, E. (2020). Brand Image, Perceived Quality, Ease Of Use, Trust, Price, Service Quality On Customer Satisfaction And Purchase Intention Of Blibli Website With Digital Technology As Dummy Variable In The Use Of Eviews. Social Science Research Network. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3870524

Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust?. Electronic Commerce Research and Applications, 11(3), 241-252.

Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e- trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239â€“247. https://doi.org/10.1016/j.jretconser.2008.11.019

King, S. F., & Liou, J. S. (2004). A framework for internet channel evaluation. International Journal of Information Management, 24(6), 473â€“488. https://doi.org/10.1016/j.ijinfomgt.2004.08.006

Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic â€“ Lessons from the crisis. Sustainability, 12(24), 10247; https://doi.org/10.3390/su122410247

Koufaris, M. (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205â€“223. http://www.jstor.org/stable/23011056

Lagita, L., & Briliana, V. (2018). Influence of Customer Satisfaction, Adjusted Expectation, Perceived Value, dan Perceived Usefulness Towards Online Repurchase Intention Customer Lazada. Journal of Economic Micro Skill, 8, 37-48.

Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customersâ€™ Online Purchase Intention. International Business Research, 3(3), 63â€“76.

Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail &Amp; Distribution Management, 36(11), 919â€“940. https://doi.org/10.1108/09590550810911683

Maladi, M., Nirwanto, N., & Firdiansjah, A. (2019). The Impact of Service Quality, Company Image and Switching Barrier on Customer Retention: Mediating Role of Customer Satisfaction. International Journal of Applied Business and International Management, 4(2), 57â€“64. https://doi.org/10.32535/ijabim.v4i2.567

Maynes, T. D., & Podsakoff, P. M. (2014). Speaking more broadly: An examination of the nature, antecedents, and consequences of an expanded set of employee voice behaviors. Journal of Applied Psychology, 99(1), 87â€“112. https://doi.org/10.1037/a0034284

Mustakim, N. A., Hassan, Z., Sauid, M. K., Ebrahim, Z. B., & Mokhtar, N. (2022). Factors Affecting Customer Satisfaction on Shopee. Social Sciences, 12(10), 544-556.

Moshrefjavadi, M. H., Rezaie Dolatabadi, H., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. (2012). An Analysis of Factors Affecting on Online Shopping Behavior of Consumers. International Journal of Marketing Studies, 4(5). https://doi.org/10.5539/ijms.v4n5p81

Pavlou, P.A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134, retrieved from http://www.jstor.org/stable/27751067

Purnama, C. A., & Widiyanto, I. (2012). Studi tentang Minat Beli E-toll Card di Kota Semarang. Diponegoro Journal of Management, 1, 300-310. http://ejournal- s1.undip.ac.id/index.php/djom.

Sabeh, H. N., Husin, M. H., Kee, D. M. H., Baharudini, A.H., & Abdullah, R., (2021). A systematic review of the DeLone and McLean model of information systems success in an e-Learning context (2010-2020). IEEE Access, 9, 81210-81235, https://doi.org/10.1109/ACCESS.2021.3084815

Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144â€“156. https://doi.org/10.1007/s11747- 006-0001-5

Shopee. (2021). Retrieved from Shopee: https://help.shopee.com.my/portal/article/78534-[Shopee-Guarantee]-How- does-Shopee-Guarantee-affect-me-as-a-seller%3F

Sikandar, A. Q., Esthela, G. V., Wenyuan, L., Sarfraz, A. D., Truong, T. H. T., & Sajid, H. M. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1-20.

Statista. (2022, October 20). Number of monthly web visits on Shopee Malaysia Q1 2018-Q1 2022. https://www.statista.com/statistics/1012761/malaysia-number- Â¥monthly-web-visits-shopee-quarter/

Suh, B. & Han, I. (2003). The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce. International Journal of Electronic Commerce, 7(3), 135-161, retrieved from http://www.jstor.org/stable/27751068

Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. H. (2013). Perceived benefits, perceived risk, and trust: Influences on consumersâ€™ group buying behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), 225- 248.

Tsai, H. T., Huang, H. C., Jaw, Y. L., & Chen, W. K. (2006). Why on-line customers remain with a particular e-retailer: An integrative model and empirical evidence. Psychology and Marketing, 23(5), 447â€“464. https://doi.org/10.1002/mar.20121

Vehovar, V. (2003). Security Concern and Online Shopping. An international study of the credibility of the consumer information on the internet submitted to the Faculty of Social Sciences, University of Ljubljana, 1-36, retrieved from https://consumersunion.org/wp-content/uploads/2013/05/Slovenia.pdf

Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287â€“ 299. https://doi.org/10.1080/08961530.2020.1712293

Yo, P. W., Kee, D. M. H., Yu, J. W., Hu, M. K., Jong, Y. C., Ahmed, Z., Gwee, S. L., Gawade, O., & Nair, R. K. (2021). The Influencing Factors of Customer Satisfaction: A Case Study of Shopee in Malaysia. Studies of Applied Economics, 39(12). https://doi.org/10.25115/eea.v39i12.6839

Yusuf, A., & Sunarsi, D. (2020). The Effect of Promotion and Price on Purchase Decisions. Almana : Journal of Management and Business, 4(2), 272â€“279. https://doi.org/10.36555/almana.v4i2.1410

Zaidi, S. D. A., Gondal, B. J., Yasmin, A., Rizwan, M., & Urooj, M. (2014). Antecedents of online shopping intention: A study held in Pakistan. Journal of Sociological Research, 5(1), 231-247.

DOI: https://doi.org/10.32535/apjme.v6i1.2231