Examining Factors Correlated with Consumer Online Shopping Behaviour

What is it about?

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.

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Why is it important?

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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