Key dimensions on B2C E-business: An empirical study in Malaysia

• Main Authors: Ramayah T., Popa S., Suki N.M.
• Other Authors: 57222416490
• Format: Article
• Published: 2023
• Subjects: Business-to-Consumer (B2C); E-Commerce; Internet Studies; Internet Users; Online Shopping; User Attitudes and Behaviour

The purpose of this paper is to test and compare two models, which have been popularly used for explaining how users come to accept and use a technology and their behavioral intention. The Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) is used to analyze customer intention...