Examine the Online Shopping Behavior Among Students Essay

5483 Words Apr 6th, 2012 22 Pages
CHAPTER 1
INTRODUCTION

Nowadays, Internet is not only a networking media, but it is also used as a means of transaction for consumers at global market. The Internet is becoming popular in Malaysia, as it is a virtual place where people share their ideas, build communities, shape the future democratically, and promote a new way of doing business. The Internet is the world’s biggest shopping mall that allows enterprises to do their business with low cost involved, yet covering global market. The usage of Internet has grown rapidly over the past years and it has become a common means for delivering and trading information, services and goods.
According to the survey by A.C.Nielsen (2007), more than 627 million people in the world have
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Interestingly, Taylor Nelson Sofres (2002) reported that only 3 percent of Malaysians Internet users shopped online in May 2002, a reduce of 1 percent compared to 4 percent in 2001 (Chua, 2008; Hamid & Khatibi, 2006). Majority Malaysians (76%), specially younger people were using the internet for non-shopping activities such as seeking information, playing games, entertainment, or communicating with friends, etc. (Hamid & Khatibi, 2006).
Consumers’ attitude towards online shopping is known as the main factor that affects online shopping behavior (Michael, 1998). Attitude directly influence decision making and also is central to a buyer’s shopping behavior. Consequently, the group with more positive attitude should be the target market (Shwu-Ing, 2003). According to study conducted by Haque et al. (2006), attitude towards online shopping is considerably quite negative among Malaysians. Therefore, it is important to recognize that numerous factors precede attitude formation and change.
The process of consumers’ decision-making on online shopping relates to the experiences and satisfaction they perceive while shopping. The Malaysian Internet users conducting online shopping seek benefits such as cost saving, convenience, cheaper price, a way to easily search for information, and a 24-hours services (Haque, Mahmud, Tarofder, & Ismail, 2007). As

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