Examining The Impact Of Cultural Values And Technology Of E-Commerce On Consumers’ Purchase Behavior In Brunei Darussalam

This research aims to examine the impact of cultural values and technology of e-commerce on consumer purchase behavior in Brunei Darussalam. In Brunei, the practice of Melayu Islam Beraja (MIB) has regulated all commercial activities and implementation of strict laws in the advertisement code. However, in comparison to its surrounding nations, Brunei is unable to overcome the cultural gap, despite the fact that they all have conservative societies. Marketing and commercial activity numbers in Brunei are quite low as there are fewer e-commerce platforms in Brunei compared to its neighboring countries (Lazada and Shopee). As there is a slow development of technology, this impacts consumer purchasing behavior and economic development in the country. The primary obstacle to perceived usefulness in Brunei is the cost of internet connectivity. Internet access in Brunei is highly costly, especially when using social media. The research philosophy employed in this study is pragmatism and the research method used is Quantitative. The results of the study verified the significance of these factors and the culture in Brunei and consumer purchasing behavior. The findings revealed that consumers’ purchase behavior is mainly influenced by meaning transfer and perceived value factors. Trustworthiness and attractiveness do not influence the relationship for the study as culture reduces consumer confidence in their purchasing behavior. Furthermore, technology does not moderate the relationship between the variables and consumer purchasing behavior. Consumers frequently face challenges in their purchasing journeys due to a lack of access to cutting-edge technology. This study aims to empower businesses by strategically leveraging Social Media Influencers (SMIs), which will improve sales performance and marketing management strategies. Furthermore, it aims to provide companies with the tools they need to broaden their expertise, refine both technical and soft skills, and bridge any knowledge gaps in marketing and communication management. This study recognizes and addresses a couple of limitations. One potential limitation of employing a survey methodology for quantitative research, particularly with a sample size of 384 respondents, is the possibility of encountering methodological constraints.