Beyond clicks: Navigating e-commerce attitudes in SoutheastAsia’s digital landscape of news, easy payment, and exclusive discounts

Primadini, Intan (2025) Beyond clicks: Navigating e-commerce attitudes in SoutheastAsia’s digital landscape of news, easy payment, and exclusive discounts. International Journal of Innovative Research and Scientific Studies, 8 (1). pp. 2042-2058. ISSN 2617-6548

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Abstract

Online shopping has become a dominant consumer activity in Southeast Asia, driven by rapid e-commerce growth. This study investigates factors influencing e-commerce consumer attitudes in Indonesia, Malaysia, the Philippines, and Thailand. The purpose of this research is to provide a deeper understanding of the key determinants shaping consumer attitudes, helping businesses and policymakers refine their strategies in the evolving digital marketplace. The study collected data from 397 respondents across the four countries. Structural Equation Modeling (SEM) with SmartPLS was employed to analyze the relationships between technology acceptance, marketing communication, enjoyment, and consumer attitudes toward e-commerce. The findings highlight technology acceptance as the most significant factor, with ease of payment playing a critical role. Marketing communication, particularly digital public relations (PR) efforts on news portals, significantly influences consumer trust and brand credibility. Additionally, enjoyment, driven by both hedonic and utilitarian motivations, shapes consumer attitudes toward e-commerce. This study extends the Technology Acceptance Model (TAM) by incorporating the role of payment systems, offering a deeper understanding of consumer attitudes in Southeast Asia’s e-commerce landscape. The insights provide practical guidance for businesses and policymakers to refine strategies that foster consumer trust, engagement, and satisfaction in the digital marketplace.

Item Type:	Article
Creators:	Primadini, Intan
Contributors:
Keywords:	Consumer attitudes, e-commerce, Marketing communication, Online shopping, Technology acceptance.
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.8342 Consumer Behavior
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	12 Feb 2026 08:59
URI:	https://kc.umn.ac.id/id/eprint/44634

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