Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Advances in Global Economics and Business Journal
Oh, Kai Xin
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Unlocking the Satisfaction: Discover the Drivers of Customer Satisfaction on TAOBAO Ng, Wei Chien; Yusof, Rosmelisa; Mazlan, Nurul Annisa Binti; Oh, Kai Xin; Ong, Jin Wei; Ong, Sin Yee; Kee, Daisy Mui Hung
Advances in Global Economics and Business Journal Vol. 6 No. 2 (2025): December 2025
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the interrelationships between customer satisfaction and perceived benefits of the Taobao online shopping platform among Malaysian users. A quantitative research approach was employed by distributing a structured questionnaire to 150 Taobao users in Malaysia through Google Forms. Regression analysis was used to assess the influence of perceived ease of use, perceived trust, perceived convenience, and perceived usefulness on customer satisfaction. The findings indicate that all four factors positively and significantly influence customer satisfaction, with perceived ease of use emerging as the most dominant predictor (β = 0.284), followed by perceived trust (β = 0.258), perceived convenience (β = 0.255), and perceived usefulness (β = 0.180). The regression model explains 77.1% of the variance in customer satisfaction (R² = 0.771), demonstrating strong explanatory power. These results suggest that usability, security, operational efficiency, and functional value collectively shape customer satisfaction in a cross-border e-commerce context. This study contributes to the e-commerce literature by identifying the relative importance of key satisfaction drivers and provides practical insights for platform developers and marketers to enhance user experience, build trust, and sustain competitiveness in the rapidly growing online retail environment.
Co-Authors Kee, Daisy Mui Hung Mazlan, Nurul Annisa Binti Ng, Wei Chien Ong, Jin Wei Ong, Sin Yee Yusof, Rosmelisa