Beyond clicks: Navigating e-commerce attitudes in Southeast Asia’s digital landscape of news, easy payment, and exclusive discounts

Online shopping has become a dominant consumer activity in Southeast Asia, driven by rapid e-commerce growth. This study investigates factors influencing e-commerce consumer attitudes in Indonesia, Malaysia, the Philippines, and Thailand. The purpose of this research is to provide a deeper understanding of the key determinants shaping consumer attitudes, helping businesses and policymakers refine their strategies in the evolving digital marketplace. The study collected data from 397 respondents across the four countries. Structural Equation Modeling (SEM) with SmartPLS was employed to analyze the relationships between technology acceptance, marketing communication, enjoyment, and consumer attitudes toward e-commerce. The findings highlight technology acceptance as the most significant factor, with ease of payment playing a critical role. Marketing communication, particularly digital public relations (PR) efforts on news portals, significantly influences consumer trust and brand credibility. Additionally, enjoyment, driven by both hedonic and utilitarian motivations, shapes consumer attitudes toward e-commerce. This study extends the Technology Acceptance Model (TAM) by incorporating the role of payment systems, offering a deeper understanding of consumer attitudes in Southeast Asia’s e-commerce landscape. The insights provide practical guidance for businesses and policymakers to refine strategies that foster consumer trust, engagement, and satisfaction in the digital marketplace.