សេវាកម្មការស្រាវជ្រាវ និងនវានុវត្តន៍កាលិកបត្រស្រាវជ្រាវការបោះពុម្ពផ្សាយ

Factors Influencing Online Purchasing Behavior on E-Commerce Platform Usage in Phnom Penh City: A Case Study of Taobao

Dora Chea

ACLEDA University of Business

Bun Khem

ACLEDA University of Business

ISSN: 3078-3771 (Print & Online)

Keywords: Taobao platform, Online Purchasing Behavior, E-commerce Platform

Published: 2025-08-28

How to Cite in APA Style: Chea.D., & Khem.B. (2025). Factors influencing online purchasing behavior on e-commerce platform usage in Phnom Penh city: A case study of Taobao. AUB Research Series, Vol 4, 90–109.

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Abstract

In recent years, the rise of e-commerce has transformed consumer shopping behaviors, particularly in urban settings such as Phnom Penh, Cambodia. This study aimed to examine the factors that influence online purchasing behavior among Cambodian users of the Taobao e-commerce platform. The research employed a quantitative approach using an online survey distributed via Facebook and Telegram, with data collected from 200 respondents. The study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) as its theoretical framework, focusing on four key predictors: Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC), with Behavioral Intention (BI) and Use Behavior (UB) as dependent variables. The results revealed that all four independent variables had a significant positive influence on Behavioral Intention, and Behavioral Intention was the strongest predictor of Use Behavior. Among the predictors, Effort Expectancy showed the weakest influence. These findings provide valuable insights for local e-commerce businesses aiming to increase user engagement and promote digital service adoption in emerging markets like Cambodia.

Authors' Biography

Dora Chea is a fresh graduate of the Department of Business Administration, majoring in International Business at ACLEDA University of Business, Class of 2025. He was recognized as an outstanding student from Year 1 to Year 4 for his academic excellence and active engagement in university activities. During his studies, he gained experience through various volunteer roles in administration and media, as well as internship positions in marketing and sales. He was selected as a Marketing and Communication Intern at TotalEnergies Marketing (Cambodia) Co., Ltd., where he contributes to strategic communication and promotional campaigns to the present.

Bun Khem is currently Head of Department of Law, Faculty of Law and Economics, ACLEDA University of Business (AUB). He has obtained Master of Arts in Indian Philosophy and Religion at Banaras Hindu University, India; and Master of Arts in Public Administration at Magadh University, India and Bachelor of Arts in Philosophy at Banaras Hindu University, India. He has extensive experience in teaching at higher education institutions both public and private sectors such as Preah Sihanouk Raja Buddhist University, Paññāsāstra University of Cambodia, and Saint John Mary Vianney Major Seminary (Phnom Penh).

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The authors are solely responsible for the content of this article. The views expressed herein are those of the authors and do not necessarily reflect the views of the journal, its editors, or the publisher.