The behaviour of e-commerce users: An empirical investigation of online shopping

Abstract

This paper investigates the relationship between information and communication used by users on electronic commerce platforms. This study is underpinned by the Theory of Reasoned Action (TRA) to understand the factors contributing to electronic users' intention to use online shopping platforms. The primary data was collected using a self-administrated online survey from 422 respondents of online electronic commerce shopping users and analyzed using Statistical Packages for Social Science (SPSS) version 28. Empirically, this study shows that trust between e-commerce users in the digital platform as a medium, consumers’ intention to use the digital platform to make purchases  and consumers’ behavioural attitudes significantly influence consumers’ intention to use online shopping platforms. The study's premises on user trust are beneficial for regulators, online business owners and the government because they help them identify the traits that give customers more confidence to use electronic commerce transactions. This study suggests that users’ trust in the information provided when dealing through electronic commerce transactions is vital for the parties involved. This study provides a theoretical framework for future research to examine the effect of these factors and determine the influence of  diversification on electronic commerce behaviour.