FACTORS INFLUENCING INTENTION TO USE E-COMMERCE AFTER COVID-19:  THE CASE OF BRUNEI DARUSSALAM

Nuramalina Ainna Amirah Mohamad Esa; Dodi Apriadi; Ahmad Juliana

doi:10.51200/jaaab.7868

Authors

Nuramalina Ainna Amirah Mohamad Esa Universiti Malaysia Sabah
Dodi Apriadi Chung Yuan Christian University
Ahmad Juliana Universitas Borneo Tarakan

DOI:

https://doi.org/10.51200/jaaab.7868

Keywords:

covid19, e-commerce, intention to use, perceived ease of use, perceived usefulness

Abstract

This study sought to identify the variables affecting Bruneian consumers' propensity to adopt e-commerce in the wake of the COVID-19 outbreak. The research looked at two important variables: perceived utility and perceived usability. The dependent variable, the intention to use e-commerce, was contrasted with these components. Based on the Technology Acceptance Model, the study aimed to forecast and comprehend the factors that will encourage Bruneians to embrace online shopping in the aftermath of the COVID-19 pandemic. Brunei Darussalam provided data for the study's analysis. On the data, this study applied Structural Equation Modeling (SEM) using Partial Least Squares (PLS). Given the study's recent appearance in the e-commerce scene, its conclusions might be useful to the government of Brunei as well as companies aiming to increase e-commerce acceptance and user base in the nation. Additionally, this study advances the field of e-commerce studies by offering new insights on the decision to embrace e-commerce during the COVID-19 epidemic, which was accompanied by a substantial shift in worldwide consumer behavior toward online shopping.

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