Consumer Preferences in the Digital Age: The Influence Factors of E-commerce on Online Shopping Habits of Urban Cambodian in Phnom Penh

The rapid growth of e-commerce in Cambodia, particularly in urban areas like Phnom Penh, presents both opportunities and challenges in understanding consumer behavior in the digital marketplace. This study examines the factors influencing online shopping preferences among urban Cambodians, focusing on the impact of digital platforms on consumer habits. Using a quantitative research approach, this study employs an online survey of 500 respondents in Phnom Penh to analyze key determinants of e-commerce adoption, including trust in digital payments, social media influence, delivery reliability, and price sensitivity. Employing an integrated theoretical framework combining the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT), the research examines how technological perceptions, social influences, and infrastructural factors collectively influence online shopping behaviors in Cambodia's unique market context. Preliminary findings suggest that while digital literacy and internet penetration are increasing, significant barriers remain, including preference for cash transactions, concerns about product quality, and logistical challenges. The study contributes to academic literature by testing established e-commerce theories in Cambodia's unique socio-economic context and provides practical recommendations for businesses and policymakers to enhance the digital marketplace. This research fills an important gap in understanding urban Cambodian consumers' transition to digital commerce and offers insights that could inform strategies for e-commerce growth in emerging markets. The findings will be valuable for digital platforms seeking to optimize their services, as well as for government agencies developing Cambodia's digital economy policies.