Exploring the Relationship of Perceived Usefulness, Ease of Use and Security on Purchase Intention: A Study of Shopee Pay Later in the Malaysian E-Commerce Industry
Abstract
Abstract— Despite the rapid adoption of Buy Now, Pay Later (BNPL) services such as Shopee SPayLater, consumers' intention to use these services for smartphone purchases remains uncertain. Many users' express concerns regarding usefulness, ease of use, and security, alongside limited empirical studies examining these factors simultaneously within Malaysian e-commerce, creating a critical research gap. This quantitative study investigates the predictive relationships between Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Perceived Security (PS) with Purchase Intention (PI) toward SPayLater, grounded in the extended Technology Acceptance Model (TAM). Employing a cross-sectional survey design, data from 428 valid Malaysian respondents (more than 18 years, SPayLater or smartphone users) were analyzed using SPSS 27 post-screening. Pearson correlations confirmed robust positive associations: PU-PI (r=0.791, p<0.001), PEOU-PI (r=0.707, p<0.001), and PS-PI (r=0.716, p<0.001), predominantly among youth (57.7% aged 18-25), males (55.4%), and Malays (87.6%) seeking economic flexibility. High construct means (4.62-4.67) validate strong perceptions. Multiple linear regression (R2=0.643, F=254.774, p<0.001) demonstrated that Perceived Usefulness is the strongest predictor (β=0.564, t=9.828), followed by Perceived Security (β=0.168, t=3.047) and Perceived Ease of Use (β=0.109, t=1.963). Recommendations urge platforms to implement one-tap eKYC, AI-driven payment plans, and prominent security badges; policymakers should standardize income-capped deferrals and establish uniform regulations to foster responsible BNPL adoption. This study validates TAM in the BNPL context, equipping platforms and regulators with actionable insights to enhance consumer trust, optimize high-value smartphone checkouts, and mitigate household debt risks, fostering sustainable growth in Malaysia's digital financial ecosystem