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Examining Factors Correlated with Consumer Online Shopping Behaviour

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Innovation in the High-Tech Economy

Part of the book series: Contributions to Economics ((CE))

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Abstract

Online shopping enables consumers to search for information and purchase products or services through direct interaction with online store. This study aims to examine the correlation of Internet marketing environment, product characteristics, familiarity and confidence, and promotional offers with consumer online shopping behaviour. Two-hundred questionnaires were distributed to the respondents, who are students and staff at a public university in the Federal Territory of Labuan, Malaysia, following simple random sampling as a means of data collection. Correlation analysis was used as a statistical measure to determine the strength of the relationship between one dependent variable and a series of other independent variables. Results revealed that familiarity and confidence was found to greatly correlated with consumer online shopping behaviour followed by promotional offers. A clear understanding of consumer online shopping behaviour can help marketing managers predict the online shopping rate and evaluate the future growth of online commerce.

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Author information

Authors and Affiliations

  1. Labuan School of International Business and Finance, Universiti Malaysia Sabah, 87000, Labuan, Malaysia

    Norazah Mohd Suki

  2. Labuan School of Informatics Science, Universiti Malaysia Sabah, 87000, Labuan, Malaysia

    Norbayah Mohd Suki

Authors
  1. Norazah Mohd Suki
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  2. Norbayah Mohd Suki
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Corresponding author

Correspondence to Norazah Mohd Suki .

Editor information

Editors and Affiliations

  1. Macau University of Science and Technology, Macau, People's Republic of China

    Pang Chuan

  2. CeBA Canada, Vanier, Ontario, Canada

    Vasil Khachidze

  3. Macau University of Science and Technology, Macau, People's Republic of China

    Ivan K.W. Lai

  4. Macau University of Science and Technology, Macau, People's Republic of China

    Yide Liu

  5. CeBA Canada, Ottawa, Ontario, Canada

    Sohail Siddiqui

  6. CeBA Canada, Kanata, Ontario, Canada

    Tim Wang

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Suki, N.M., Suki, N.M. (2013). Examining Factors Correlated with Consumer Online Shopping Behaviour. In: Chuan, P., Khachidze, V., Lai, I., Liu, Y., Siddiqui, S., Wang, T. (eds) Innovation in the High-Tech Economy. Contributions to Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-41585-2_12

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