Analisis Penerimaan e-Dagang dalam Kalangan Usahawan PKS dengan Menggunakan Model Pemecahan Teori Tingkah Laku Terancang

Haizum Ruzanna Sahar, Maizatul Haizan Mahbob, Wan Amizah Wan Mahmud

Abstract


Bersesuaian dengan aspirasi Kerajaan untuk merancakkan pertumbuhan ekonomi negara dan mengurangkan kadar pengangguran di Malaysia, pelbagai usaha telah diperhebatkan bagi meningkatkan lagi penyertaan usahawan PKS dalam dunia e-Dagang. Bagaimanapun, penglibatan usahawan PKS menerusi perniagaan atas talian dilihat masih lagi kurang memberansangkan. Kemudahan internet tidak digunakan secara optimum oleh golongan PKS untuk meneroka pasaran baharu melalui perniagaan dan pemasaran digital. Ini membuktikan tingkah laku penerimaan PKS terhadap e-Dagang masih lagi rendah dan tidak seiring dengan aspirasi Kerajaan. Berhasilnya perlaksanaan niat dan tingkah laku sebenar adalah didorong oleh sikap positif, bantuan sokongan sosial serta kawalan tingkah laku yang baik. Dengan bersandarkan Model Pemecahan Teori Tingkah Laku Terancang (DTPB) dan berpandukan pemerhatian empirikal, kertas konsep ini menghujahkan kekuatan setiap faktor penentu ini dengan lebih terperinci dalam meramalkan tingkah laku penerimaan. Hasil perbincangan mendapati niat dan tingkah laku sebenar usahawan PKS terhadap e-Dagang adalah didorong oleh faktor sikap, norma subjektif dan persepsi kawalan tingkah laku yang mana didasari oleh kepercayaan persepsi faedah, persepsi mudah guna, keserasian, boleh percaya, pengaruh interpersonal, pengaruh luaran, efikasi diri dan suasana dorong. Justeru itu, diharapkan perbincangan ini akan dapat membantu bidang akademik dan praktis dalam memahami fenomena ini selain dijadikan panduan oleh penggubal dasar untuk mengkaji semula ekosistem dan mekanisme e-Dagang negara agar dapat meluaskan lagi penyertaan golongan PKS dalam e-Dagang.

Kata kunci: e-Dagang; PKS; faktor penentu; tingkah laku; penerimaan inovasi


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References


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