Mediating Role of Cognitive Skills in Online Shopping: An empirical study in Malaysia using UTAUT 3
DOI:
https://doi.org/10.21834/e-bpj.v10iSI28.6955Keywords:
Customer Experience, Performance Expectancy, Effort Expectancy, Cognitive SkillsAbstract
The Fourth Industrial Revolution has accelerated digital business transformation, particularly online shopping in Malaysia. This study examines factors influencing customer experience using data from a 55-respondent pilot test. Grounded in the Unified Theory of Acceptance and Use of Technology 3 (UTAUT 3) framework, it examines the roles of performance expectancy, effort expectancy, and cognitive skills as a mediating variable. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis reveals significant influences of performance and effort expectancy, mediated by cognitive skills, providing valuable insights for optimizing e-commerce in Malaysia’s growing digital economy.
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Copyright (c) 2025 Muhamad Khodri Kholib Jati, Veera Pandiyan Kaliani Sundram, Azila Jaini, Suzana Hassan
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