Faculty of Business & Communication

SMP31803 Research Methodology Semester 3,

2022/2023

Individual Assignment

Research Analysis:

A Study on Factors Limiting Online Shopping Behaviour of Consumers

Prepared by:

Huswa Sahadatullah bt Abd Rahman

Prepared For:

Dr. Muhammad Shahar

Date of Submission: 18 November 2022

1.0 ABSTRACT 1

2.0 PROBLEM STATEMENT 1

3.0 RESEARCH QUESTIONS 2

4.0 SCOPE OF STUDY 2

5.0 SIGNIFICANT OF STUDY 3

6.0 LITERATURE REVIEW 3

7.0 THEORETICAL FRAMEWORK 4

8.0 RESEARCH METHODOLOGY 5

9.0 RESEARCH RESULTS 5

10.0 CONCLUSION OF RESULTS 6

REFERENCES 6
1.0 ABSTRACT

Rapid development of social media and the use of digital technologies in recent
years was being a major part of modern society. Following to this era, The
development of technology has given consumers more power by keeping them up to
date on new trends, goods, and services. Since the introduction of online shopping,
the development of digital technology has had repercussions for e-commerce, which
refers to how the invention of e-commerce has changed society as a whole.

In this article, I was illustrated that this author was used quantitative research
method which are a survey had been made among the users of online shopping sites.
Data collection process was conducted by first party data collected directly from users
online shopping sites and this ways more valuable due to how the author receive
information with audience behaviour, thinks and feel. The research findings was a
trusted source. According to the study's findings, there are a total of six characteristics
that discourage people from making purchases from online stores: reputation, services
offered, experience, insecurity, inadequate product information, lack of trust, and fear
of bank transactions and religious beliefs.

2.0 PROBLEM STATEMENT

As Monsuwe et al (2004) was noted that The number of people making

As of April 2020, there will be 3.81 billion active social media users and roughly
4.57 billion total active internet users worldwide, according to the statistics portal.
These figures demonstrate that consumers who shop online have the time to do so.
Contrary to the intention of the research, if the digital development of this technology

1
does not take place, consumer spending power will not expand since it is difficult to
promote goods and services in the retail sector.

I learned from reading that more assurance is required while using online buying.
Despite this, e-commerce still needs to innovate and be creative in the retail sector to
draw customers to its website. Regarding the solution, e-commerce solutions must
illustrate the purchasing process and provide documentation of the company licence
that is owned. This step will assist the consumer in developing trust and confidence
before making a purchase.

3.0 RESEARCH QUESTIONS

RQ1: Is it fear of bank transaction and faith main causes behaviour of consumers
towards online shopping ?

RQ2: Why lack of trust can determine consumer’s behaviour toward online shopping
face during online transaction among post graduated student and educators?

RQ3:How reputation and service provided the crucial causes toward consumers
behaviour?

RQ4: Is it traditional shopping is convenient than online shopping?

RQ5: How bad experience affect on consumers behaviour toward online shopping?

4.0 SCOPE OF STUDY

Internet browser one of the platform that can reach everything, in terms of finding
information and make money through e-commerce. According statistical package for
social science was notable interpret data shown related to usage internet, shopping
sites was used by respondents. Despite from that, there’s also respondent prefer make
a purchases by used traditional shopping. This study seeks to understand how
consumers behave when shopping online and further explores the numerous elements
that influence this behaviour.

The scope of the study was involved most of respondents (68.4%) were between
the ages of 21 and 30. Respondents under the age of 20 were next (16.4%), followed

2
by relatively few respondents (2.6%) who were over 50. Female respondents made up
65.8% of the total respondents in the study, while male respondents made up 34.2%.
Seventy-five percent of the respondents to the study were students, and some of them
were both government and private sector worker. This data was interprate by
statistical package for social science. The questionnaire was determined with total
population size indefinite and the sample size used for the study was 158. Various
internet users were given access to 170 surveys in all, of which twelve surveys were
received, but their answers were not full, thus they were not included in the study.
Based on the easy sampling method, the respondents were chosen.

To lower the non-response rate and mistakes, a closed-ended questionnaire was

5.0 SIGNIFICANT OF STUDY

The circumstances relevance of this study lies in the facts that to determined the
problems faced by consumers during online purchase was moderate while limits
consumers to buy from online sites like fear of bank transaction and no faith,
traditional shopping more convenient than online shopping, reputation and services
provided, experience, insecurity and insufficient product information and lack of trust.
The findings was aligned with previous literature which reports that trust and security
need to build from retailers in their brand name, image of the company. In addition to
this study findings will further reveal a study on consumer’s attitude towards online
shopping despite of traditional shopping among student and government or private
sector.

6.0 LITERATURE REVIEW

Marketer Website
A marketer must consider many strategies for marketing their goods, and in the
present environment, e-commerce has emerged as the most common channel.
Everything is available online, whether it is durable or not, from A to Z. certain
websites are specifically created to offer only certain product categories, whereas
others sell everything.

3
Consumers are increasingly turning to online purchasing because of key aspects such
comprehensive information, comfortable and relaxed shopping, less time consumption,
and simple pricing comparison.Additionally, shoppers like internet purchasing over
traditional shopping because of aspects including variety, quick service, cheaper costs,
and customer reviews.

Traditional Shopping Is Convenient Than Online Shopping

Due to its comfort and ease, literature review showed that individuals are choosing
internet purchasing over traditional shopping. When making a purchase online, a
customer could have both great and negative experiences. Even though online
shopping has so many advantages, some people do not like it as their primary method
of purchasing, according to certain previous research. Customers cannot see, touch,
feel, smell, or sample the things they wish to buy while making an online transaction,
making it challenging for customers to evaluate the products and difficult for them to
make a purchasing decision. Additionally, certain items like clothing and shoes must
be worn before purchase, but while buying online, this is not possible to do.

7.0 THEORETICAL FRAMEWORK

Behaviour of online shopping has become a common issue in the academic and
community environment. Following to the study, evolution of digital technology
environment, consumers have their own right and opinion to choose the way they
shopping purchased. Partially opinion about used shopping online either used
traditional shopping. Consumers who are knowledgeable prefer to use online
shopping due to its convenience and time-saving benefits, online shopping has grown
in popularity. The three main elements that have boosted consumer interest in online
purchasing are convenience, enjoyment, and speed. A handy and time-saving
alternative to traditional shopping is also provided by busy lifestyles and long
workdays. Customers like the convenience of buying from home, reduced travel
expenses and time, and simple payment methods. Additionally, price comparisons are
simple to complete while shopping online. Another survey identifies the availability,

4
low pricing, special offers, comparisons, customer service, user-friendliness, time,
and range of options as the primary determining factors for online buying. This
research was very important as it easily to interprate data which method shopping
platform that consumer prefer comfort to used it.

8.0 RESEARCH METHODOLOGY

The population and sample, research design, and methodology are all included in
this study. asking respondents to a survey to provide answers to questions put forth by
the researcher. For this study, a quantitative design was chosen, and survey questions
were asked to those who often purchase online. Researchers may prefer to utilise
closed questions, such as multiple choice, or open-ended questions, such as
essay-style questions.The criteria of sample will be asked questions by their gender,
age, occupation, income, and other characteristics. Criteria of the sample consists of
postgraduate students and educators made up the majority. A questionnaire was used
as the primary instrument because it is a powerful tool that is appropriate for
respondent who can read. This study used two types of analysis inferential analysis
and descriptive analysis. Statistical Package for Social Science (SPSS )analysis was
used to accuracy and make it relatively easily to interpret data.

9.0 RESEARCH RESULTS

The descriptive analysis was used in this section to answer the question is it fear
of bank transaction and faith main causes behaviour of consumers towards online
shopping? It can be concluded that the high level of internal consistency of consumers,
with 29.431%. On the other hand, the high level of internal consistency traditional
shopping is convenient than online shopping noted 9.958%. For high level of internal
for reputation and service provided the crucial causes toward consumers behaviour
highlight the highest 7.013%, statistic of socioeconomic status of respondents by male
34.2% while female 65.8%. Next, the high level of internal consistency for traditional
shopping is convenient than online shopping noted 0.797%, while factor for bad
experience affect on consumers behaviour toward online shopping noted higher
0.816% level of internal consistency. As a result, there was a significant difference

5
percentage of factors in the high level of internal consistency in statistics anxiety
levels between socioeconomic status.

10.0 CONCLUSION OF RESULTS

In conclusion, the problem that consumers faced during online purchased can
overwhelm by role of e-merchants. Online retailers can adopt various strategies to
persuade those who hesitate to shop online. An online vendor has to pay attention to
product quality, variety, design and re brands. The experience can be enhanced by
adding more pictures, product videos and three-dimensional (3D) images. Online
retailers must ensure payment options such as cash on delivery, delivery. after
inspection, Google Pay or Paytm or other payment gateways. Customers are
concerned about not sharing their financial details with any website. Sellers must
ensure to provide products and services suitable for internet. The main role of how to
overcome the behaviour of the consumers toward online shopping is from e-retailer
own self. Sometimes, people who used online shopping is one of the consumer less
knowledge to conduct the online shopping usage.

REFERENCES

“A Study on Factors Limiting Online Shopping Behaviour of Consumers.”