Part Time Students' Benefit Perception On Online Shopping in Malaysia/La Perception Des Avantages de L'achat En Ligne Des Etudiants a Temps Partiel En Malaisie
Summary
In Malaysia, studies on consumers' benefit perception have been extensively examined. Results of the studies show that Malaysian consumers are still sceptical in this form of shopping due to factors linking to their preference in becoming recreational shoppers. These studies, however, examined this issue using consumers in general as their sample study. This study used a more specific sample group, namely, the part-time students, in examining consumers' benefit perception on online shopping in Malaysia. Part-time students were chosen in this study as they represent the group of people whose time are highly occupied with working and studying. Therefore, they are likely to become convenience shoppers and may opt to shop online. The results show similar pattern to previous studies using other samples. The findings shed some lights to the marketing managers on the importance of the internet as a shopping medium to cater for people who are lacking luxury of time.
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Part Time Students' Benefit Perception On Online Shopping in Malaysia/La Perception Des Avantages de L'achat En Ligne Des Etudiants a Temps Partiel En Malaisie
1. INTRODUCTION
The internet has become the means for both firms and consumers to conduct businesses (Wigand, 1997). The rise of personal computer ownership and the improvement of internet access have led to the widespread use of the internet. This in turn allows the creation of online trading among suppliers, traders, bankers and consumers to transact their business in a virtual market (Quelch and Klein, 1996; Borenstein and Saloner, 2001). Studies have shown that many consumers have started to shop their desired products online (Sefton, 2000). Shopping online seems to be a more convenient way for them to get hold of their desired goods or services without much hassle (Kargaonkar and Smith, 1986). The phenomena of shopping online has now become an increasing and common trend globally (Sefton, 2000). It is anticipated that online shopping could affect consumers' shopping behaviour. This is caused by marketin...See the full content of this document
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