Consumer E-Commerce Adoption and Behavior: A Perspective of Technology Acceptance Model (TAM)


  • Ye Zihan City University Malaysia
  • Chee Wei Ming City University Malaysia



TAM, perceived ease of use, convenience motivation, time saving orientation, security, privacy


Today, most countries facing new virus that called COVID-19 which it gives various impact to many sectors and towards economy itself. One of the industries that get an attention was food and beverage industry that led to a new trend like online food and delivery in China. Due to pandemic, the government enforce physical social distances and movement control to break the chain. As an effect, most business and social activities were curtailed for the time being, and most food and beverage companies were encouraged to shift their business strategies to online food delivery services. This study was prepared to know whether the consumer behavior can influence especially towards online food delivery services. Other than that, to identify whether online food delivery services convenience to use by the consumer. The objectives of this research were to see if there was a connection between the model of independent variables and consumer behavior towards online food delivery services during the pandemic. The hypotheses in this study are focused on perceived ease of use, time savings orientation, convenience motivation, protection, and privacy, all of which can influence customers behavioral intentions, particularly during pandemic crisis. Meanwhile, the sampling method that will be in use in this research was the non-probability sampling technique, which was a simple randomly sampling consumer with 211 respondents who age 18-41and above that contributed to this research. The researcher was used students, employed, self-employed and unemployed to be their respondents. All the questionnaire was distributed via online by using google form. The data was collected by using questionnaire and quantitative data and then this research will use SPSS and Smart PLS to collect and combine the data to get the result.


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How to Cite

Zihan, Y., & Ming, C. W. (2023). Consumer E-Commerce Adoption and Behavior: A Perspective of Technology Acceptance Model (TAM). Journal of Digitainability, Realism & Mastery (DREAM), 2(10), 10–30.