International Journal of Humanities and Social Science
Vol. 2 No. 4 [Special Issue – February 2012]
FACTORS INFLUENCING CONSUMERS’ ATTITUDE TOWARDS E-COMMERCE PURCHASES THROUGH ONLINE SHOPPING Zuroni Md Jusoh Goh Hai Ling Centre of Excellent for Sustainable Consumption Research Department of Resource Management and Consumer Studies Faculty of Human Ecology Universiti Putra Malaysia 43400 Serdang, Selangor Malaysia. Abstract
Online shopping is the process of buying goods and services from merchants who sell on the internet. Shoppers can visit web stores from the comfort of their homes and shop as they sit in front of the computer. The main purpose of this study is to determine the ...view middle of the document...
556, p > 0.05). The research finding also showed that there is no significant difference in attitude towards online shopping among occupation group (F = 1.607, p < 0.05) and types of goods group (F = 1.384, p < 0.05). Pearson’s correlation were used to assess the relationship between independent variable such as e-commerce experience, hours spent on internet, product perception, customers’ service and consumers’ risk and dependant variable such as attitude towards online shopping. The findings revealed that there is a significant relationship between e-commerce experience and attitude towards online shopping among the respondents (r = -0.236**, p < 0.05). However, there is no significant relationship between hours spent on internet and attitude towards online shopping among the respondents (r = 0.106, p > 0.05). This study also indicated that there is a significant relationship between product perception and attitude towards online shopping among the respondents (r = 0.471**, p < 0.01) and there is also a significant relationship between customers’ service and attitude towards online shopping among the respondents (r = 0.459**, p < 0.01). Lastly, this result showed that there is no significant relationship between consumers’ risk and attitude towards online shopping among the respondents (r = 0.153, p > 0.05). Further study should explore other factors that influencing consumers’ attitude towards e-commerce purchases through online shopping with a broader range of population and high representative sampling method.
1.1 Definition of online shopping Online shopping is defined as the process a customer takes to purchase a service or product over the internet. In other words, a consumer may at his or her leisure buy from the comfort of their own home products from an online store. This concept was first demonstrated before the World Wide Web (WWW) was in use with real time transaction processed from a domestic television. The technology used was called Videotext and was first demonstrated in 1979 by M. Aldrick who designed and installed systems in the United Kingdom. 223
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By 1990 T. Berners-Lee created the first WWW server and browser and by 1995 Amazon expanded its online shopping experiences (Parker-Hall, 2009). 1.2 The benefits of online shopping From the buyer‟s perspective also e-commerce offers a lot of tangible advantages. For example, reduction in buyer‟s sorting out time, better buyer decisions, less time is spent in resolving invoice and order discrepancies and finally increased opportunities for buying alternative products. Moreover, consumers can enjoy online shopping for 24 hour per day. This is because e-commerce is open for 365 days and never close even for a minute. Ecommerce also expanded geographic reach because consumers can purchase any goods and services anytime at everywhere. Hence, online shopping is more...