Consumer Behaviour

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International Journal of Academic Research in Business and Social Sciences January 2012, Vol. 2, No. 1 ISSN: 2222-6990

Consumer Buying Behavior towards Online Shopping Stores in Malaysia Mehrdad Salehi
MBA student, Management and Science University, Faculty of Management, Malaysia Ems_salehi64@yahoo.com Abstract The Internet as a global medium is quickly gaining interest and attractiveness as the most revolutionary marketing tool. The global nature of communication and shopping has as well redefined, seeing that it is the perfect vehicle for online shopping stores. Online convenient shop is mostly reflected in shorter time and less energy spent, including shipping cost reduction, less crowd and queues than real markets, unlimited time and space, which all increase convenience of shopping. Internet shopping for businesses and consumers are being accepted as an alternative shop mode rather than visiting the stores. However, convincing the consumers to shop online is still a challenging task for web retailers in Malaysia. The growth of Internet technology in Malaysia has enormous potential as it reduces the costs of product and service delivery and extends geographical boundaries in bringing buyers and sellers together. This study is conducted to identify factors influencing consumers towards online shopping in Malaysia. The study focused on nine independent variables namely appearance, quick loading, security, sitemap, validity, promotion, attractiveness, believability, and originality. We applied Five-point Likert Scale to measure the influential factors on intention for online shopping. The findings of the study indicated that the first five factors influence consumers towards online shopping and security is the factor that contributes most towards online shopping. Keywords: Online Shopping Stores, Consumers, Internet Shopping, The Internet Shop 1. INTRODUCTION

The internet is a medium that is soaring in polarity in almost every facet of the world and is used for a numerous of causes by persons, governments, universities and businesses. Nowadays, the term Internet is as a business tool for companies and individuals. Internet became a new mediator between companies and their customers. Today, the Internet is a public, cooperative and self sustaining facility accessible to hundreds of millions of individuals worldwide(Janacek & Muchhala, 2004).Nowadays; Internet accepted as s significant effective communications channel challenging with the traditional ones, such as Radio, Magazines, and TV. The Internet shop offers dissimilar ways of online communications with communication differences tools that need a better decision of their effect on customer communications. Although more and more firms are realizing the importance of leveraging on the Internet to conduct their businesses, corporate leaders are finding it difficult to keep up with fast moving markets and the customer conditions that are the hallmark of the Internet(Teo, 2005) . There is 393

International Journal of Academic Research in Business and Social Sciences January 2012, Vol. 2, No. 1 ISSN: 2222-6990 no doubt that in the 21st century Malaysia had entered a new era of globalization. The growth of internet usage is encouraging some changes in the behavior of customer purchasing process and it has become one of the most significant communication channels in the world(CasalÃ, Flavián, & GuinalÃu, 2007). The internet apparent capabilities involve directions for collecting information, purchasing a goods, or representation a service. Internet technology advancement allows for the expansion of online shopping options beyond traditional methods, which may be more time wasting. With a growing number of individuals turning towards the Internet and the world of e-commerce to shop, enterprise, make payments, and carry out online banking, new technological advancements will have to come about to make these transactions secure. The growth of individuals are...
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