ISSN: 2222-6990
Open access
The aim of this study is to determine the factors influencing Malaysian e-shoppers online shopping behaviour in the perspective of electronic word-of-mouth, web atmospherics, trust and, e-satisfaction. This study applies the Theory of Planned Behaviour as the underpinning theory. Partial Least Square (PLS) path modelling approach based on Structural Equation Modelling will be adopt as the main analytical tool. Both, practitioners and scholars can benefit from this study by having a better understanding of Malaysian e-shoppers behaviour. Practitioners especially e-retailers and e-marketers can formulate business strategies, expand their opportunities and maintain sustainability in the e-commerce platform.
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Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
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