Does Persuasive E-commerce Website Influence Users’ Acceptance and Online Buying Behaviour? The Findings of the Largest E-commerce Website in Malaysia

  • N. A. Abdul HamidEmail author
  • C. H. Cheun
  • N. H. Abdullah
  • M. F. Ahmad
  • Y. Ngadiman
Part of the Lecture Notes in Information Systems and Organisation book series (LNISO, volume 30)


Previous study related to persuasive design of e-commerce websites has been shown to significantly impact online buying behavior. Nevertheless, the importance of persuasive applications has been discussed extensively in website design and e-learning application compared to e-commerce especially from Malaysia context. Thus, this paper discusses the assessment of persuasive design to one of the famous e-commerce website in Malaysia. The assessment was adapted from original Persuasive System Design (PSD) model in combination with Technology Acceptance Model for the user acceptance and website usage level. Online survey link was conveniently emailed to the selected e-commerce users. A total of 200 samples were collected and data were analysed using statistical methods. The results revealed extensive use of persuasive features; particularly features related to dialogue support, credibility support, and primary task support; thus highlighting weaknesses in the system credibility. Further the result indicated significant relationship towards user acceptance and online buying behaviour. The findings also confirmed that gender had insignificant relationship towards user acceptance and online buying behaviour. In conclusion, this study suggests possible ways for enhancing persuasive feature implementation via appropriate contextual examples and explanation.


Persuasive system design User acceptance Online buying behaviour E-commerce 


  1. 1.
    Oinas-kukkonen, H., Harjumaa, M., Oinas-kukkonen, H.: Persuasive systems design: key issues, process model, and system features. Commun. Assoc. Inf. Syst. 24, 28 (2009)Google Scholar
  2. 2.
    Alam, S.S.: Young consumers online shopping : an empirical study. Bus. Manag. 79–98 (2008)Google Scholar
  3. 3.
    Anckar, B.: Drivers and inhibitors to e-commerce adoption: exploring the rationality of consumer behavior in the electronic marketplace. In: ECIS 2003 Proceedings. Paper 24. 24 (2003)Google Scholar
  4. 4.
    Khan, M.J., Dominic, P.D.D., Khan, A.: Opportunities and challenges for E-commerce in Malaysia: a theoretical approach. In: ICECT 2010—Proceedings of the 2010 2nd International Conference on Electronic Computer Technology. pp. 189–192 (2010)Google Scholar
  5. 5.
    Khatibi, A., Haque, A., Karim, K.: E-commerce: a study on internet shopping in Malaysia. J. Appl. Sci. 6, 696–705 (2006)CrossRefGoogle Scholar
  6. 6.
    Monsuwé, T.P.Y., Dellaert, B.G.C., De Ruyter, K.: What drives consumers to shop online? A literature review. Int. J. Serv. Ind. Manag. 15, 102–121 (2004)CrossRefGoogle Scholar
  7. 7.
    Zendehdel, M., Paim, L.H., Osman, S.B.: Students’ online purchasing behavior in Malaysia: understanding online shopping attitude. Cogent Bus. Manag. 2, 1–13 (2015)CrossRefGoogle Scholar
  8. 8.
    San, L.Y., Omar, A., Thurasamy, R.: Online purchase: a study of generation Y in Malaysia. Int. J. Bus. Manag. 10, 1–7 (2015)CrossRefGoogle Scholar
  9. 9.
    Akman, I., Rehan, M.: Online purchase behaviour among professionals: a socio-demographic perspective for Turkey. Econ. Res. Istraživanja 27, 689–699 (2014)CrossRefGoogle Scholar
  10. 10.
    Alhammad, M.M., Gulliver, S.R.: Consideration of persuasive technology on users acceptance of e-commerce: exploring perceived persuasiveness. J. Commun. Comput. 11, 133–142 (2014)Google Scholar
  11. 11.
    Osman, S., Yin-Fah, B.C., Hooi-Choo, B.: Undergraduates and online purchasing behavior. Asian Soc. Sci. 6, 133–146 (2010)CrossRefGoogle Scholar
  12. 12.
    Davis, F.D.: Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 13, 319–339 (1989)CrossRefGoogle Scholar
  13. 13.
    Sook Harn, T.C., Harvey Tanakinjal, G., Liason Sondoh, S., Rizal, H.: Determinants of online group buying behaviour: The moderating role of informational social influence. J. Pengur. 41, 133–143 (2014)CrossRefGoogle Scholar
  14. 14.
    Lim, Y.J., Osman, A., Salahuddin, S.N., Romle, A.R., Abdullah, S.: Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia Econ. Financ. 35, 401–410 (2016)CrossRefGoogle Scholar
  15. 15.
    Fogg, B.J.: Computers as persuasive social actors. (2002)Google Scholar
  16. 16.
    Fogg, B.: A behavior model for persuasive design. In: Proceedings of the 4th International Conference on Persuasive Technology—Persuas’09, p. 1 (2009)Google Scholar
  17. 17.
    Oinas-kukkonen, H.: Behavior change support systems : a research model and agenda, pp. 4–14. Springer, Berlin (2010)CrossRefGoogle Scholar
  18. 18.
    Harjumaa, M., Oinas-kukkonen, H.: Persuasion theories and IT design. In: PERSUASIVE 2007, pp. 1–5. Springer-Verlag, Berlin Heidelberg (2015)Google Scholar
  19. 19.
    Berkovsky, S., Freyne, J., Oinas-Kukkonen, H.: Influencing individually: fusing personalization and persuasion. In: IJCAI International Joint Conference on Artificial Intelligence 2015 Jan, pp. 4153–4157 (2015)Google Scholar
  20. 20.
    Kaptein, M., De Ruyter, B., Markopoulos, P., Aarts, E.: Adaptive persuasive systems: a study of tailored persuasive text messages to reduce snacking. ACM Trans. Interact. Intell. Syst. 2, 1–25 (2012)CrossRefGoogle Scholar
  21. 21.
    Thomas, S.: Pervasive, persuasive eLearning: modeling the pervasive learning space. In: Third IEEE International Conference of Pervasive Computing and Communications Workshops, PerCom 2005 Work. 2005, pp. 332–336 (2005)Google Scholar
  22. 22.
    Daud, N.A., Sahari@Ashaari, N., Muda, Z.: An initial model of persuasive design in web based learning environment. Procedia Technol. 11, 895–902 (2013)CrossRefGoogle Scholar
  23. 23.
    Drozd, F., Lehto, T., Oinas-Kukkonen, H.: Exploring perceived persuasiveness of a behavior change support system: A structural model. Lecture Notes in Computer Science (including Subser. Lect. Notes Artif. Intell. Lect. Notes Bioinformatics), vol. 7284 LNCS, pp. 157–168 (2012)Google Scholar
  24. 24.
    Fogg, B.J., Cuellar, G., Danielson, D.: Motivating, influencing, and persuading users. Human-Computer Interact. Handb. Fundam. Evol. Technol. Emerg. Appl. 133–46 (2009)Google Scholar
  25. 25.
    Oduor, M., Oinas-kukkonen, H.: A system’s self-referential persuasion: understanding the role of persuasive user Experiences in committing social web users. In: PERSUASIVE, pp. 241–252. Springer (2015)Google Scholar
  26. 26.
    Derrick, D.C., Jenkins, J.L., Jay, F., Nunamaker, J.: Design principles for special purpose, embodied, conversational intelligence with environmental sensors (SPECIES) agents. AIS Trans. Human-Computer Interact. 3, 1–25 (2011)CrossRefGoogle Scholar
  27. 27.
    Angst, C.M., Agarwal, R.: Adoption of electronic health records in the presence of privacy concerns: the elaboration likelihood model and individual persuasion. MIS Q. 33, 339–370 (2009)CrossRefGoogle Scholar
  28. 28.
    Mankila, P.: Utilization of persuasive technology in e-commerce (2012)Google Scholar
  29. 29.
    Dwivedi, Y.K., Shareef, M.A., Simintiras, A.C., Lal, B., Weerakkody, V.: A generalised adoption model for services: a cross-country comparison of mobile health (m-health). Gov. Inf. Q. 33, 174–187 (2016)CrossRefGoogle Scholar
  30. 30.
    Räisänen, T., Lehto, T., Oinas-Kukkonen, H.: Practical findings from applying the PSD model for evaluating software design specifications. Lectures Notes Computer Science. (including Subser. Lect. Notes Artif. Intell. Lect. Notes Bioinformatics), vol. 6137 LNCS, pp. 185–192 (2010)Google Scholar
  31. 31.
    Alhammad, M.M., Gulliver, S.R.: Persuasive technology and users acceptance of e- commerce: exploring perceived persuasiveness. J. Electron. Commer. organ. 12, 13 (2014)CrossRefGoogle Scholar
  32. 32.
    Kelders, S.M., Kok, R.N., Ossebaard, H.C., Van Gemert-Pijnen, J.E.W.C.: Persuasive system design does matter: a systematic review of adherence to web-based interventions. J. Med. Internet Res. 14, 1–24 (2012)CrossRefGoogle Scholar
  33. 33.
    Adaji, I., Vassileva, J.: Evaluating personalization and persuasion in e-commerce. In: CEUR Workshop Proceedings, vol. 1582, pp. 107–113 (2016)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • N. A. Abdul Hamid
    • 1
    Email author
  • C. H. Cheun
    • 1
  • N. H. Abdullah
    • 2
  • M. F. Ahmad
    • 1
  • Y. Ngadiman
    • 1
  1. 1.Department of Production and Operation, Faculty of Technology Management and BusinessUniversity Tun Hussein OnnParit RajaMalaysia
  2. 2.Department of Technology Management and Business, Faculty of Technology Management and BusinessUniversity Tun Hussein OnnParit RajaMalaysia

Personalised recommendations