Consumer online shopping behavior: The effect of internet marketing environment, product characteristics, familiarity and confidence, and promotional offer

Norazah Mohd Suki, and Norbayah Mohd Suki, (2013) Consumer online shopping behavior: The effect of internet marketing environment, product characteristics, familiarity and confidence, and promotional offer. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering , 7 (3). pp. 814-819. ISSN 1307-6892

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Official URL: http://www.waset.org/publications/9996983

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 effect of Internet marketing environment, product characteristics, familiarity and confidence, and promotional offers on consumer online shopping behavior. 200 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. Multiple regression 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 influence consumer online shopping behavior followed by promotional offers. A clear understanding of consumer online shopping behavior can help marketing managers predict the online shopping rate and evaluate the future growth of online commerce.

Item Type:Article
Uncontrolled Keywords:Internet Marketing Environment, Product Characteristics, Multiple Regression Analysis, Malaysia
Subjects:H Social Sciences > HF Commerce
Divisions:FACULTY > Labuan Faculty of International Finance
ID Code:12725
Deposited By:IR Admin
Deposited On:07 Jan 2016 13:20
Last Modified:07 Jan 2016 13:20

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