Contextual Marketing and Customer-Orientation Strategy for E-Commerce: An Empirical Analysis
International Journal of Electronic Commerce
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This paper introduces the current trend towards the use of Electronic-Payment (E-Payment) in Malaysia as an alternative to cash and their risk perceptions. It aims to gain more insights into reasons on why young adults are adopting as well as not adopting E-Payment and their perception of risks on E-Payment as compared to cash. College students from private universities in a metropolitan city in Malaysia were chosen as respondents for this study. The findings show the different risk perceptions are significant among cash and E-Payment but less significant in terms of volume of purchase. We discuss the implications of the findings to service providers and policy makers and offer some recommendations to improve the e-payment service quality. Finally, the limitations of study and the future directions of research are discussed.