Academic journal article Canadian Social Science

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

Academic journal article Canadian Social Science

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

Article excerpt

Abstract:

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.

Key words: Online shopping; part-time students; Malaysia, benefit perception

Résumé: En Malaisie, on a beaucoup étudié la preception des avantages des consommateurs. Les résultats de ces études montrent que les consommateurs malaisiens restent toujours sceptiques sur cette forme d'achat en raison des facteurs liés à leur préférence d'être des acheteurs de divertissement. Ces études, toutefois, ont examiné ce sujet en utilisant les simples consommateurs en tant que leur échantillon d'études. Cet article a utilisé un groupe de consommateurs plus spécifique, à savoir les étudiants à temps partiel, pour examiner la perception des avantages de l'achat en ligne des consommateurs en Malaisie. Les étudiants à temps partiel ont été choisis dans cette étude car ils représentent le groupe de personnes très occupées par le travail et les études. Par conséquent, ils pourraient probablement devenir des acheteurs qui préfèrent la commodité et opter pour l'achat en ligne. Cette étude montre des résultats similaires à ceux des études précédentes utilisant d'autres échantillons. Ces découvertes permettent de mettre en lumière l'importance de l'Internet comme un moyen d'achats pour les managers de marketing, à fin qu'ils puissent penser à mieux répondre aux besoins des personnes pour qui le temps est un luxe.

Mots-Clés: achat en ligne; étudiants à temps partiel; Malaisie; perception des avantages

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 marketing campaigners driving consumers all the way through the process and eventually persuading them to shop online (Goodwin, 1999).

International Data Corporation (IDC) Asia-Pacific has anticipated that the prospect of online shopping would grow tremendously from US$15 million in 1998 and US$46 million in 1999 to US$2.57 billion in 2005 in Malaysia (Louis and Leon, 1999). However, the number of consumers shopping online does not reflect the number anticipated. For example; in 2000 and 2001, the number of consumers shopping online was reported to be only 1% of the total population (Wui, 2000; Ghani et al., 2001). This figure has not increased tremendously (Khatibi et al. …

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