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Consumer shopping behaviour on the Internet: insights from Malaysia

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Abstract

Shopping on the Internet enables consumers to search for information on products or services and make purchases through direct interaction with online retailers. This study investigates consumer shopping behaviour on the Internet based on four aspects, i.e. the Internet marketing environment, product characteristics, familiarity, and promotional offers. The impact of influencing factors was checked by questionnaire survey, which was then processed and evaluated. Two hundred randomly selected respondents (students and employees in a public higher learning institution in the Federal Territory of Labuan, Malaysia) participated in the survey. Multiple regression analysis was used as a statistical measure to determine the most influential relationship aspect among a series of independent variables of consumer shopping on the Internet. The results revealed that familiarity has a great influence on consumer shopping on the Internet, followed by promotional offers. The assimilation of these aspects, and the empirical examination of the factors that influence consumer shopping on the Internet, advanced understanding of these constructs and their link to dynamic technology deployment for shopping. The paper suggests managerially actionable implications, and future research directions.

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Author information

Authors and Affiliations

  1. Labuan School of International Business and Finance, Universiti Malaysia Sabah, Labuan International Campus, Jln Sg. Pagar, 87000, Labuan F.T., Sabah, Malaysia

    Norazah Mohd Suki

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  1. Norazah Mohd Suki
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Correspondence to Norazah Mohd Suki.

Appendix: Measurement of items

Appendix: Measurement of items

Construct

Measure

Mean

Internet Marketing Environment

Internet shopping is better than store shopping

3.240

Internet shopping is cheaper than store shopping

3.330

Internet shopping is enjoyable

3.715

Internet shopping provide better customer services

3.155

Product Characteristics

Product that needs physical examination is suitable

3.470

Product that needs sense of sight is not suitable

3.290

Product that needs sense of sound is not suitable

3.320

Product that needs sense of smell & taste is suitable

3.070

Familiarity

Familiar with Internet marketing

3.600

Internet shopping is convenient

3.720

Often shop through Internet

3.660

Confident to shop branded product

3.760

Promotional Offer

Internet marketing provide more promotion

3.350

Price is cheaper than store

3.300

Promotional offer is attractable

2.610

Promotional offer is convincing

3.040

Consumer Shopping Behaviour on the Internet

My past experiences with shopping online is great

3.670

My future expectations with shopping online is good

3.440

I will continue shop online in the future

3.650

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Suki, N.M. Consumer shopping behaviour on the Internet: insights from Malaysia. Electron Commer Res 13, 477–491 (2013). https://doi.org/10.1007/s10660-013-9131-2

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  • DOI: https://doi.org/10.1007/s10660-013-9131-2

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