Nowadays, e-commerce become as important medium of delivering service and products to customers. E-commerce is the use of Internet and the Web to transaction business. It focus on digitally enable commercial transactions between and among organizations and individuals. Base on Kenneth C. Loudon and Carol Guercio Traver (2008), they were stated that, Digital enabled transaction include all transaction mediatered of digital technology For most most part, this means transaction that occur over the Internet and the Web. Commercial transaction involve the exchange value (e.g, money ) across organizational or individual boundaries in return for products or services. Exchange value is important for understanding the limits of e-commerce, without an exchange of value, no commercial occurs.
In Malaysia, phenomenon of e-commerce become a trending for generation X , Y and Z to make purchasing process. This new shopping online is more easier and very low cost compare to traditional shopping. Traditional shopping may required person to present at the shop at the time of buying process, because it involve cash term and physical present. Within online shopping through e-commerce medium, everything is just like by clicking the devices. Technological innovation such as telephone, radio and television, a rapid growth in e-commerce was created a big market. Todays, e-commerce continue to grow fast and transform the way of many business.E-commerce was has expanded from the deskstop and home computer to mobile devices.
According to journal of E-Commerce in Malaysia ; Perceived Benefit and Barriers, this researchers stated that besides functioning as a communication medium, it has been used as a market space where buyers and sellers exchange information, goods, and services without the hindrance of time and geographical constraints. Marketing functions are performed under a hypermedia-computer-mediated-environment where interactivity and connectivity are replacing the traditional mode of 'face to face' negotiation and communication. Internet allows interactivity between buyers and sellers to create a shared real-time common marketspace. Connectivity links buyers-sellers worldwide creating a shared global marketspace. Example of top online shopping sites in Malaysia is such as Mudah.Com , zalora.Com and many more.
Figure 1 : website of Mudah.com
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