ISSN: 2222-6990
Open access
The Internet has witnessed a rapid growth in the development of e-commerce market. Taobao, for example, is one of the fastest-growing e-commerce sites that has received increasing attention from online retailers as a promising e-commerce market in the world. Given the rapid growth of the e-commerce market, there is a necessity to understand consumers’ e-commerce behaviour towards the platform usage. This study attempts to examine consumers’ online purchasing behaviour in e-commerce platform. As proposed by the Theory of Planned Behaviour (TPB), consumers’ purchase intentions are affected not only by their attitudes, but also by their group’s influences and their own perceived control. Therefore, in this study, attitude, subjective norm, and perceived behavioral control as the main constructs of the TPB are examined to predict purchase intention of micro-businesses in Malaysia. Research findings indicate that attitude and subjective norms are statistically significant determinants for respondents’ purchase intention towards purchasing behaviour using Taobao. The results provide insights for micro-businesses in Malaysia who have the intention to purchase in Taobao to see it as a potential platform in search of eligible suppliers and purchase their product sourcing. Future research should explore supplier selection behaviour from the perspective of other stakeholders and from the e-commerce seller internal level. Also, other possible aspects such as gender-based perspective should also be considered as an added value for this research.
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In-Text Citation: (Haris et al., 2021)
To Cite this Article: Haris, J., Rahim, S. A., Haris, M., & Zahari, M. S. (2021). Using the Theory of Planned Behaviour to Predict Purchase Intention towards using Taobao. International Journal of Academic Research in Business and Social Sciences, 11(2), 952-959.
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