Factors that influence consumers' attitude toward online shopping: a study among consumers in Kota Kinabalu

Abdul Aris Merjuki (2014) Factors that influence consumers' attitude toward online shopping: a study among consumers in Kota Kinabalu. Masters thesis, Universiti Malaysia Sabah.

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This thesis was about factors that influence consumers' attitude toward online shopping in Kota Kinabalu because the increasing number of internet users leads to online shopping. Hyper competition among e-commerce, marketer and online shop must to know what factor that can motivate attitude among consumers to go buying through online shopping. Thus, in order to increase the sale, marketer also need to understand the factor that can influence consumers attitude toward online shopping for create better marketing program. The main purpose of this study is to determine relationship factor and consumers' attitude toward online shopping among consumers in Kota Kinabalu, Sabah. This study focused on four independent variables which is convenience, time saving, security, and website design as well as gender as moderator. A quantitative research design was adopted to collect data, test hypothesis, and answer the research question in this study. Questionnaire will distribute to consumers in Shopping Mall, Kota Kinabalu. The result of this study can provide an insight and recommendation for marketer to Increase number of online shopper. This study found out that convenience, time saving, website design were factors that can influencing attitude toward online shopping while security was not really factor because the result showed not supported. Other than that, this study found out that there were no moderating among effect of factors and attitude toward online shopping. It was suggested that online shop or marketer pay attention to the results of this study for better business future performance.

Item Type: Thesis (Masters)
Uncontrolled Keywords: consumers' attitude, online shopping, internet users
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Date Deposited: 29 Dec 2017 06:36
Last Modified: 29 Dec 2017 06:36
URI: http://eprints.ums.edu.my/id/eprint/17888

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