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Miftahur Rahman Fibri
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EC BUILDING 1ST FLOOR MANAGEMENT DEPARTMENT FACULTY OF BUSINESS AND ECONOMICS UNIVERSITY SURABAYA Jl. Raya Kalirungkut, Kali Rungkut, Kec. Rungkut, Surabaya, Jawa Timur 60293
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Southeast Asian Journal of Service Management
Published by Universitas Surabaya
ISSN : -     EISSN : 30891469     DOI : https://doi.org/10.24123/seajsm
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
SEAJSM is a peer-reviewed and open-access journal published triannually in March, July, and November. The journal is dedicated to advancing knowledge and practice in service management across various industries, with a special focus on the unique geographic, economic, and cultural contexts of Southeast Asia. SEAJSM only accepts manuscripts written in full English and processes original submissions related to the scope of service management. Manuscripts must not have been published or submitted to other publishers. We accept submissions with different methodologies, including quantitative, qualitative, bibliometric, and mixed methods Scope The scope of this journal includes, but is not limited to, research in service management with focus on: Tourism and Hospitality Banking and Finance Education Healthcare Retail and E-commerce Regional Service Interactions and Innovations
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
 1 
Search results for , issue "vol. 3 no. 2 (2026): online first" : 1 Documents clear
Factors influencing consumer purchase intention among people living in Phnom Penh: a study of Aliexpress cross-border e-commerce Chhay Ly; Soun Hong
Southeast Asian Journal of Service Management Vol. 3 No. 2 (2026): Online First
Publisher : Faculty of Business and Economics, University of Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/seajsm.32.38

Abstract

In today’s digital age, cross-border e-commerce has significantly transformed consumer shopping behaviour by enabling access to global markets. However, consumers still encounter various challenges when engaging with these platforms. This study aims to examine the key factors influencing consumer purchase intention and to identify the major challenges faced by consumers in Phnom Penh when using cross-border e-commerce, particularly AliExpress. A quantitative research approach was employed, with data collected from 388 respondents through a structured questionnaire. Statistical analysis using SPSS was conducted to evaluate the effects of six factors: Trust on Platform, Perceived Usefulness, Purchase Behaviour, Perceived Security, Perceived Reliability on Logistics and Delivery, and Consumer Behaviour. The findings reveal that Trust on Platform, Perceived Usefulness, Perceived Reliability on Logistics and Delivery, and Consumer Behaviour have a significant influence on consumer purchase intention. In terms of challenges, product-related issues emerged as the primary concern, followed by shipping problems. Interestingly, around 40% of respondents reported experiencing no major challenges when engaging in e-commerce. These findings provide valuable insights for businesses and practitioners seeking to strengthen their presence in Cambodia’s cross-border e-commerce market by improving trust, logistics reliability, and overall customer experience.

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All Issue Vol. 3 No. 2 (2026): Online First Vol. 3 No. 1 (2026): Markets, Work, and Service Experience Vol. 2 No. 3 (2025): Consumer Engagement and Digital Influence Vol. 2 No. 2 (2025): Events, Experiences, and E-Loyalty Vol. 2 No. 1 (2025): Digital Services and Consumer Behavior Vol. 1 No. 1 (2024): First Issue: Commerce and Destinations