FACTORS AFFECTING CONSUMERS BEHAVIOR TOWARD ONLINE

SHOPPING OF HEALTH FOOD

SYEDA MUNAZZA
DANYAL AHUJA

BA (HONS) MARKETING
FACULTY OF BUSINESS AND INFORMATION SCEINCE
UCSI UNIVERSITY
AUGUST, 2016

Factors affecting consumers behavior towards online shopping of health food

A PROJECT COMPLETED AS PART OF THE REQUIREMENTS FOR THE

BA (HONS) MARKETING

FACTORS AFFECTING CONSUMERS BEHAVIOR TOWARD ONLINE SHOPPING OF HEALTH FOOD

By
SYEDA MUNAZZA
DANYAL AHUJA

Factors affecting consumers behavior towards online shopping of health food

Abstract
One of the most critical effects has been the rise of virtual stores that offer products and services online. Research
has exactly tried the basic variables that impact an individual's choice when purchasing products or services
online. Study is intended to examine elements that support and discourage purchase intention of consumers when
buying health foods online.
Traditionally, consumers go to organic markets or claim to fame stores to buy organic items; nonetheless, as of
late various organic food organizations have begun utilizing sites as sales platform. These businesses use various
features of the internet, including not only the ability to realize cost savings (such as through group purchases Ku,
2012) and rapidly distribute goods, but also its convenience and interactivity (Canavan and OReilly, 2004), to
effectively address the various challenges posed by organic food, such as its high price and perishability, as well
as the difficulty of storing it. In addition, there is an increasing trend of consumers turning to the Web searching
for information on health products.
Consumers may search for data online but buy from a shop offline. Aside from the attributes and business
procedures of the Internet that gives restrictions to online customers, consumers attitudes and behavior toward
the Internet likewise assume a critical part in the achievement of online deals. Consumers engage in the shopping
process for a variety of reasons depending on their leisure time and experiences (Chetthamrongchai & Davies
2000). Convenience is cited most often as the most important reason for using online shopping.

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

According to Kinsey and Senauer (1996), the ultimate timesaving convenience may be home shopping.
Liebmann (1998, p. 25) observes that while consumers are shopping more, at more outlets, and more often,
these same consumers repeatedly tell us they are timepressed and want more convenienceoriented and added
value services that will save them time.

A list of key variables influencing online behavioral intention of consumers are identified below

Perceived ease of use

Perceived usefulness
Perceived risks
Consumers Experience
Product and Company Information

Consumers will purchase online if the webpage design is not complicated and if its quick and easily accessible,
effectively downloadable, simple to wipe out, simple to make payment, and simple to return undesirable
merchandise.

Factors affecting consumers behavior towards online shopping of health food

Acknowledgment
Thisprojecthasconsumedalotofwork,researchandtime.Wewouldliketoextendourgratitudetoallofthe
peoplewhohelpedusinmakingthisreportpossible.
Firstofall,wewouldliketothankUCSIUniversityfortheirsupportandprovidingnecessaryguidanceregarding
reportimplementation.
WearegratefullythankfultoMr.AbuBakerBinSadeaswithouthisguidanceandsupportitwouldhavebeen
impossibletocompletethereport.
Wewouldliketothankmyparentsandcolleaguesfortheircooperationandencouragement,whichhelpedusin
completingtheproject.

YoursSincerely,
SyedaMunazza(1001436664)
DanyalAhuja(1001336152)

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

TableofContents
CHAPTER 1................................................................................................................ 9
INTRODUCTION.........................................................................................................9
1.1 BACKGROUND OF THE STUDY...............................................................................9
1.2 PROBLEM STATEMENT........................................................................................12
1.2 RESEARCH QUESTION........................................................................................13
1.3 HYPOTHESIS.....................................................................................................13
1.4 RESEARCH OBJECTIVES......................................................................................14
1.5 SIGNIFICANCE OF STUDY....................................................................................14
CHAPTER 2.............................................................................................................. 16
LITERATURE REVIEW................................................................................................16
2.1 INTRODUCTION..................................................................................................16
2.2 CONCEPTUAL FRAMEWORK.................................................................................18
2.3 PERCEIVED RISK................................................................................................18
2.4 PERCEIVED EASE OF USE....................................................................................19
2.5 ATTITUDES.........................................................................................................20
2.6 PERCEIVED USEFULNESS....................................................................................21
CHAPTER 3.............................................................................................................. 23
METHODOLOGY.......................................................................................................23
3.1 RESEARCH DESIGN.............................................................................................23
3.2 SAMPLING......................................................................................................... 24
3.2.1 SAMPLE DESIGN...................................................................................................................... 24
3.2.2 SAMPLING TECHNIQUES............................................................................................................. 24
3.3 RESEARCH INSTRUMENTS...................................................................................24
3.4 LOCATION..........................................................................................................25
3.5 VARIABLE MEASUREMENT...................................................................................25
3.5.1 NOMINAL SCALES..................................................................................................................... 25
3.5.2 ORDINAL SCALE...................................................................................................................... 25
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Factors affecting consumers behavior towards online shopping of health food

3.6 DATA COLLECTION..............................................................................................25

3.6.1 PRIMARY DATA........................................................................................................................ 26
3.6.2 SECONDARY DATA.................................................................................................................... 26
3.7 DATA ANALYSIS..................................................................................................26
3.7.1 PEARSON CORRELATION............................................................................................................ 27
3.8 TARGET POPULATION..........................................................................................28
CHAPTER 4.............................................................................................................. 29
FINDING, ANALYSIS AND DISCUSSIONS......................................................................29
4.0 DATA PREPARATION............................................................................................29
4.1.1 DATA VALIDATION.................................................................................................................... 29
4.1.2 DATA EDITING, CODING AND ENTRY............................................................................................ 29
4.1.3 RESPONSE RATE...................................................................................................................... 29
4.1.4 RESPONDENTS PROFILE............................................................................................................ 30
4.1.5 ONLINE SHOPPING BEHAVIOR..................................................................................................... 30
4.1.6 PLAN TO PURCHASE ORGANIC FOOD ONLINE.................................................................................. 31
4.1.7 PRODUCTS PURCHASED ONLINE.................................................................................................. 31
4.2 DESCRIPTIVE ANALYSIS......................................................................................32
4.2.1 PERCEIVED RISK...................................................................................................................... 33
4.2.2 ATTITUDE............................................................................................................................... 33
4.2.3 PERCEIVED EASE OF USE........................................................................................................... 33
4.2.4 PERCEIVED USEFULNESS............................................................................................................ 33
4.3 MEASURE RELIABILITY........................................................................................34
4.4 ANALYSIS...........................................................................................................34
4.5 CONSIDERING THE RELATIONSHIP BETWEEN THE VARIABLES................................37
CHAPTER 5.............................................................................................................. 42
CONCLUSION AND RECOMMENDATION......................................................................42
5.1 DISCUSSION.......................................................................................................42
5.2 CONCLUSION.....................................................................................................45
5.3 RECOMMENDATION............................................................................................45
5.4 LIMITATION AND FUTURE RESEARCHERS..............................................................47
BIBLIOGRAPHY........................................................................................................48
APPENDICES............................................................................................................ 49
QUESTIONNAIRES.............................................................................................................................. 50

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

ListofTables/Figures
1.0Figure115
Table128
Table228
Table329
Table429
Table530
Table632
Table733
Table835
Table935
Table1036
Table1136
Table1237
Table1338
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Factors affecting consumers behavior towards online shopping of health food

Table1439
Table1539

Chapter1
Introduction
1.1 Backgroundofthestudy
Thepresenttimeistheeraofinnovationandtechnology.Internetisthechannel,whichcanbeeasilyaccessedto
gettheworldwideinformation.Utilizingthewebasapartofthebusinessworldcangavethebusinessadvantages
astheitemwillhavethecapacitytocometothemoreextensivesectionsanditgoestodecreasecostforbusiness
(Teo&Yeong,2003).TherehasbeenrapidincreaseintheworldsInternetusersinceadecade.Fromthestudy
of(GustavssonandJohansson,2006),assertedthatthewebhasbroughtchangestothebusinesssector.Itmade
immensebusinessopportunitiesandattaincustomersatanyplaceandtime.Also,itgivesthechancetothe
consumerstogetthedataabouttheproductsandservicesontheweb.
OnlineshoppingisreferredtothewayproductsandservicesaresoldthroughInternet.Onlineshoppinghas
becomephenomenonforthecustomers.Agreatquantityofproductandservicesevenincludingperishablegoods
areprovidedtoconsumersthroughthiscreativetypeofshopping.Internethaschangedthewaycustomersusedto
buyproducts.Theadvantagesoftheonlineshoppingarepreferredbytheconsumers.
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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Ontheinterestside,customersaretimesqueezed.Withmorebuyersturningouttobeprogressivelyacquainted
withwebanditsadvantages,Internetshoppingisgainingpopularityandinclinationamongthearrangementof
customerswholookforbetteresteemrecommendationwhencontrastedwithofflineshoppingintermsofdata,
comfort,expense,anddecision.Plus,youthtodayarenotperplexedofexploringdifferentavenuesregardingnew
methodsforshoppingwhichhaslikewisepromptedthefameanddevelopmentofwebshopping.
Thefindingofthisexplorationofferamorefarreachingcomprehensionofonlinebuyerconductbyrecognizing
thecompoundimpactsofdifferentouterbehavioralbeliefs,intentions,goalsandperceivedrisks,socialimpact,
and so on.In particular, the discoveries give inside and out understanding into what variables drive online
customersmost,howtheyworkandwhataretheirsuggestionsforpurchasersandebusinessmerchants.
Generally,thisstudyadvancesourinsightintowebshoppingconductfromthebehavioralviewpoint.Inthe
businesstocustomer(B2C)etradecyclemovement,purchasersuseInternetforsomereasonsandpurposes,for
example, Searching for item elements, costs or surveys, selecting items and administrations through Web,
submittingtherequest,makinginstallments,orsomeothermeanswhichisthentrailedbyconveyanceofthe
requireditemsthroughInternet,ordifferentmeansandlastisdealsadministrationthroughInternetorothermean
(Sinha,2010).Inthecourseofrecentdecades,theInternethasformedintoanendlessworldwidecommercial
centerforthetradingofmerchandiseandadministrations.Innumerouscreatednations,theInternethasbeen
receivedasacriticalmedium,offeringawidearrangementofitemswith24houraccessibilityandwideterritory
scope.Insomedifferentnations,forexample,Iran,howeverbusinesstobuyerelectronictradehasbeenmuch
beneaththanforeseenextentofaggregateretailbusinessbecauseofitsspecificconstraints(Sylke,Belanger,and
Comunale,2002).Moreover,Etradehasturnedintoavitaladvertisingdivertinbusinessexchanges.Online
storesandadministrationsarecriticaldealsdivertsinB2Cexchanges.ContemplatingInternetshoppingconduct

10

Factors affecting consumers behavior towards online shopping of health food

ofpurchasershasbeenoneofthemostcriticalexaminationplansinetradeamidthepreviousdecade(Chen,
2009).
Inrecentyears,wheretheusersoftheInternetareincreasingswiftlyatthesametimetherehasbeengrowthin
thetrendoforganicfoodconsumption.Peoplearebecomingmoreandmorehealthconsciousbybeingconcerned
abouttheireatingbehaviorwhileavoidingthejunkfoodthathascontroloverthemarketforquiteawhile.From
thespecifiedreasons,vegetablesbeingtheimageofhealthyfoodhavemadetheconsumersmoreconcernedto
consumevegetables.Incase,consumersshouldbecautiousaspesticidescanpollutevegetable.
Oneofthemostcriticaleffecthasbeentheriseofvirtualstoresthatofferproductsandservicesonline.Kim
(2004)definedonlineshoppingasexamining,searchingfor,browsingfororlookingataproducttogetmore
informationwiththepossibleintentionofpurchasingontheInternet.Onthebusinessside,thewayretailers
present,promote,offerandcorrespondwithcustomershasfundamentallychangedbytheInternet.Moreover,it
offersretailersaworldwidecommercialcenterthatexpandswellpastthetraditionalgeographicmarketsadjusted
bytheirphysicalstores.
However, lately number of healthy food businesses has started utilizing sites as sales program. These
organizationsusedifferentcomponentsoftheweb,includingnotjustthecapacitytoacknowledgecostfunds,
(suchasthroughgrouppurchasesKu,2012)andquicklydelivermerchandise,additionallyitsconvenienceand
intuitiveness(CanavanandO'Reilly,2004),tosuccessfullyaddressthedifferentdifficultiesposedbynatural
food,forexample,itshighpriceandperishability,andalsoinappropriateinstoring.
Intheonlineshoppingenvironment,consumersarefreetoshopatdifferentwebsitesandtheyareabletoswitch
fromonewebsitetoanotherinjustaclick.Theeaseofswitchingandtheabilitytoquicklygatheralmost
completeinformationhaveempoweredonlinecustomerswithanewsetofpowertoolsintheirdecisionmaking.
AsnotedbyMichmanetal.(2003,p.67),theproductorbrandswitchingbehaviorofcustomersoccursnotjust
11

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

becausetheyaredissatisfiedwithapresentbrandofproductsorservices,insteadachangeinconsumerlifestyles
isanotherlikelyreasonforachangeinconsumerpreference.
Consumerismandthelifestyleofthepeoplehaschangedthewaytheyspenddifferentlyinordertolivequality
lifethatiswhythefoodshouldbehealthyandaccordingto(KinseyandSenauer1996),theultimatetimesaving
conveniencemaybehomeshoppingalsoknownasonlineshopping.Therearemanyonlinegroceryshopping
sitedinMalaysiasuchas Tesco.Thereisarestrictionofthedrivingcomponentstowardinternetobtainingfor
particularproductsandservices(Leelayouthayotin,L.,2004).Bethatasitmay,justacoupleindividualshave
learnedaboutthenaturalfoodtopic.Accordingly,thisresearchhasexactlytriedthebasicvariablesthatimpactan
individual'schoicewhenpurchasingproductsorservicesonline.

1.2ProblemStatement
Therearebillionsofindividualsonlineandeachofthemispotentialonlinebuyerforanorganizationwhich
givingonlinehealthyproductsandservices.Presentlyaday,therearequickandquickimprovementsindata
innovationsindustry.AsindicatedbyKeynote,"Onlineretailrivalryiswarmingupasbuyer'sconductsavvieron
theWeb".Rivalryexpandsstepbystepbecauseofexpansionconsiderationofcustomerstowardswebshopping.
Thebestretailerdependsontheirencountersonweb.Onlineshopperslikewisebuildtheirdesiresandtheyareset
by their involvement with online retailers over the Web. It is vital to realize that what sort of things and
methodologies build deals in this furious rivalry in business sector with exclusive requirement of online
purchasers."Ourexplorationdemonstratesthatthedestinationsthatperformbestinclientexperiencehaveahuge
pointofpreferenceindrivingonlinedeals."Toupgradeandpullinonlineclientitisimperativetothinkabout
theirconductandcomprehendwhattheyrequireandrequire.Sincewebshoppingisthenewmediumofshopping
withnewrequestsofbuyers.Allclientshavetheirowncravingsandrequestsforitemswiththegoalthatitis
12

Factors affecting consumers behavior towards online shopping of health food

extremelyurgentforallonline.Internetshoppingandonlinecustomerconductrelyonupontheseelements,for
example,Siteperceivability,onlineshopsbelievability,datacorrelation,installmentsecurity,protection,site
interface,advantageoustime,traininglevelandexperienceofsystem(NaWang1,2008,p.4).Culture,social,
individual,mental conduct additionally influences the customerconductin webshopping.Internet shopping
dependsonindividualtoindividualperceptions.
Withwebshoppinggrabbingtheeyeballsofnumerous,understandingvariablesthatimpacttheaimtopurchase
throughonlineneedsmoreconsideration.Thiswillofferassistanceorganizationsinrecognizingvariablesthat
assumeaimportantpartinaffectingclient'sexpectationtopurchasetherebyofferingthemincreatingsystems
whichsomeassistancewithdrivingcustomerstofavorinternetshopping.Caseinpoint,ifanonlineretailer
comprehendsthatapparentdangersarehighinspecificclassesthatimpactcustomer'sgoaltopurchase,retailers
cancreateprocedurestominimizesawdangersanddrivepurchaserstopurchasethroughontheweb.
CustomerconductinInternetshoppingandintraditionalshoppingisaltogetherdifferent.Bothincorporatesocial,
social,individualandbrainresearchandsoonelementsyetcustomaryshoppingisconsiderablymoreimpacted
bytheseelementswhencontrastedwithonlineshopping.Thereasonisthatonlinepurchasersareconfiningwith
social environment and mental variables. Web shopping essentially in view of singular considering point
perspectiveandhisownobservations.Onlineshoppingmakesitsowncharacterforitsdevelopment(NaWang1,
2008,p.4).

1.2 ResearchQuestion
Sotheresearchquestionofthisstudyis whatarethefactorsaffectingconsumersbehaviortowardonline
shoppingofhealthfood?

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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

1.3 Hypothesis
H1:Thereisasignificantimpactofperceivedriskonconsumersonlinebuyingbehavior
H2:Thereisasignificantimpactofperceivedeaseofuseonconsumersonlinebuyingbehavior
H3:Thereisasignificantimpactofperceivedusefulnessonconsumersonlinebuyingbehavior
H4:Thereisasignificantimpactofattitudeonconsumersonlinebuyingbehavior

1.4 ResearchObjectives
Thisstudyaimsto:

Understandtheimportanceofonlineshopping.
Examinethefactorsthatinfluencebehaviorofthecustomerstopurchaseonline.
IdentifytherelationshipbetweenCustomersExperienceandbuyinghealthyproductsonline.

1.5 SignificanceofStudy
AssaidintheIntroduction,thesignificanceofonlinebusinessisexpandingandmakingitallthemorequickand
convenientforconsumers.Onthebaseofexaminationquestion,themotivationbehindthisexplorationisto
recognizeandgetknowledgeintoshopperconducttowardswebshoppingofhealthyproducts andservices,
Identifyelementswhichimpactwebshoppingalso,shopperconducttopurchasetheorganicfood;investigatethe
purposeforoflessconsiderationofonlinepurchasertowardsinternetshoppingforhealthylifestyle.Moreover
anyfragmentscanbebuiltupbydistinguishingthepurchasersandhowthesesectionsidentifywithrecognized
components.
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Factors affecting consumers behavior towards online shopping of health food

Themotivationbehindthisstudyistoexaminecomponentsinfluencingonwebshoppingconductofpurchasers
thatmaybeastandoutamongstthemostcriticalissuesofetradeandadvertisingfield.Inanycase,thereis
exceptionallyrestrictedlearningaboutonlinebuyerconductsinceitisaconfusedsociotechnicalphenomenon
andincludesanexcessofvariables
Thefactorsthatwehaveexploredwillshowthefactorsthatareconcernedbytheconsumersandalsodefinedas
themostimportantfactorfortheirdecisionmaking.Thefactorswehavediscussedinthisresearchshouldbe
helpfulforpeoplewhoareinterestedinthisbusinessfieldinordertoexpandtheirmarketeffectively.Thisstudy
willcollectthesurveyfromtheInternetusers,whohaveexperiencedandnoexperiencedonpurchasingonline.
WebshoppinginMalaysiaisanotherinnovationleapforwardsinceithasrecentlystartedtoambushtheMalaysia
retailing segment with web shopping administrations (Haqueet al., 2006). Keeping in mind the end goal to
incrementwebshoppinginMalaysia,understandingshopperInternetshoppingconductandcomponentsaffecting
thisconductwhenshoppingonlineoughttobegivenneed.Theprocedureofbuyers'choicemakingonInternet
shoppingidentifieswiththeexperiencesandfulfillmenttheyseewhileshopping.TheMalaysianInternetusers
leadingwebshoppinglookforadvantages,forexample,costsparing,convenience,cheapervalue,anapproachto
effortlesslyhuntdowndata,anda24hoursservices(Haque,Mahmud,Tarofder,andIsmail,2007).Aspointed
outbyRodgersandThorson(2000),differentpurchasers'thoughtprocessesinfluencestateofmindtowards
onlineshoppingsowebclientsturnouttobemoreusedtothismedium.Alongtheselines,tocomprehendthe
drivingforcestowardwebshoppingandtheirassociationwithstateofmind,itisimperativetorecognizefactor
influencingtheonlinepurchasingbehavior.
Consumershoppingbehaviorisfirmlyaffectedbycustomers'characteristics.Inexpansion,demeanorsserveas
thescaffoldbetweenbuyers'qualitiesandonlineshoppingconduct.AsspecifiedbyDefeng,Bingchuan,andLi
(2006)attitudetowardsInternetshoppingisaffectingbydemographycomponents,suchasgender,ageandpay.
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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Furthermore customers have diverse identity, which may impact how they see their web shopping conduct
(Wolfinbarger&Gilly,2001).
Studyisintendedtoexamineelementsthatsupportanddiscouragepurchaseintentionofconsumerswhenbuying
healthfoodsonline.

Chapter2
LiteratureReview
2.1Introduction
This chapter consists of conceptual framework; in this there will be factors that influence online purchase
decision.Therewillbeareviewontheindependentanddependentvariables,frameworkonthestudyofthis
research.
Theimportantresearchesaboutthefactors,whicheffecttheconsumerdecisiontopurchasehealthyfoodonline,
havebeendiscussedinthissection.Tomakeitmoreunderstandingbythereaders,wehavesummarizedthe
previousstudiesonthistopicbypreviousresearchers.
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Factors affecting consumers behavior towards online shopping of health food

Leelayuthayotin,L,(2004),sheconductedanonlinesurveyoftheconsumerinMalaysiaandsheacknowledged
thatperceiveofusefulness,customerexperience,perceiveriskandperceiveeaseofusearethemainfactors,
whicheffecttheonlinepurchasingbehavioroftheconsumer.Shealsostatedthatthemostimportantfactoris
perceivedofusefulness.Jiang,JJ(2000),studiedthattheresultsarethesameasthepreviousresearcherin
France,HongKongandUSA.Hecompiledhisresultbasedonshorttermandlongtermpurchasingonline.M.
FrehseJ(2008),heconductedhisstudyinSwedenandgotaresultthatpeopledonotpurchasesonlineifthey
havetogivetheirpersonalinformation.Peoplerefrainthisasthereissecurityandprivacyissuesproblemsfaced
ontheInternet.
Theliteraturestudiesofthepreviousresearcheshavealsotargetedcustomerexperiencefactor.Eastlick(2001)
collectedhisdatabydistributingquestionnaires,hehighlightedthatcustomerexperiencehasanindirecteffecton
the consumer purchasing online. He stated that customers are also affected by the convenience, supply of
services,lowerpricesandpricecomparison.Hsu&Lin,(2000)statedthatthemorepeoplespenttimeonline,
therearemorepossibilitiesofthemshoppingonlineasitwouldbefastanditcouldsavethemtimeanditisthe
mosteasywaytopurchasetheproduct.Thevariables,whichareusedmayhaveanaffectontheintentionsofthe
consumersbuyingonline,itdependsonthecustomerstoadoptornotadoptthischannel.
Luam&Lin(2003),Internetusageisincreasingdaybydayamongpeople,whichhavegivenagreatchanceto
theEmarketerstomarkettheirproductonline.Ifyouaremarketingonline,youhavetoprovidegreatdealof
servicestotheconsumers.
Pavlou(2003),purchasingonlineintentionisasituationwhereanindividualintendstomakeonlinetransactions.
Sherry(2007)surveyedthatdeliverytimeandsearchtimearetwomainfactors,whichmakeanimpactonthe
shoppingonline.

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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Pederson(2004),hestatesthatonlineshoppingintentionsdependsonthefactorslikesavingtime,nomore
travellingtodistance,easypaymentandproductscustomization.FurtheraddedbyMauldin(2002),hestatedthat
certainfactorslike,longdeliverytime,slowspeedoftheInternet,nonegotiations,andslowsearchengineare
thosefactors,whichreducetheintentionofconsumerspurchasingonline.
Darian conducted a research in 1987 on shoppers buying online, he mentioned that buyers find 5 types of
conveniencewhenpurchasingonline:

Timingflexibility
Savingphysicaleffort
Savingofaggravation
Opportunityforimpulsebuying
Reductioninshoppingtime

2.2ConceptualFramework
Firstly,conceptualframeworkmodelareintroduced.Therearefourhypotheses,whichwillbeusedintheprocess
ofansweringtheresearchquestion.
Itisbasicallythestructureoftheresearchidea;itexplainstheresearchproblemsupportedbyrelevantliteratures
intotheframework.(Escalada,2009)

Figure1.0
DependentVariableIndependentVariables

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Factors affecting consumers behavior towards online shopping of health food

Perceiv
ed Risk
Perceive
d
Usefulne
ss

Online
Purchase
Decision

Attitud
es
Perceive
d Ease of
Use

2.3PerceivedRisk
Itisafactor,whichhasinfluencedtheconsumerpurchasedecisionprocesswithonlineshopping.Ithassix
dimensionsincludingperformance,financial,opportunity,safety,socialandpsychologicalrisktounderstand
consumersproductsandservices(Cummingam,1967).Themainfactor,whicheffectstheconsumershopping
onlineisthefearofbuyingonlineaspreviouslyconsumershavebeenbuyingtraditionallyforalongtime.They
areafraidofbuyingonline,astheretailorsarenotseenonline(Darian,1987).Thismodelisusedtoanalyzethe
behaviorofInternetshoppingworldwide(Laohapesang,2009).
Dowling(1994),statedthatperceivedriskforaspecificproductisacombinationofafixedcomponent,the
productcategoryriskandavariablecomponent,theproductspecificrisk.
Kim(2008)definedperceivedriskasabeliefofconsumersabouttheharmfulriskandnegativeoutcomes,which
occursfromonlineshopping.Rice(1997)furtherstatesthattheenjoymentgetsfrompurchasingonlinebuilds
trustamongthecustomersandperceivedrisks.
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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Taylor(1974),hesaidthatthemainproblem,whichaffectstheconsumersintention,ischoice.Riskcanbe
definedaspainful,whichoriginatedanxiety.
Schefter(2000),customerstrustisthevitalfactorforcreatingcustomerscommitmentandloyalty.Furthermore
toaddisthatsatisfactionofcustomersandperceivedvaluearevariables,whichresultinpurchaseloyalty.

2.4PerceivedEaseofUse
Thisfactorhasbeentakenfromtechnologyacceptancemodel,asitisoneofthemostimportantandinfluential
methodtochecktheonlinebehaviorofthecustomers.Thismodeltellstheattitudeandthefrequentuseofthe
consumers.Consumerswillhaveapositiveattitudetowardstechnologywhentheycanreachthetechnology
easierandfeeltheusefulnessamongthosetechnology(Thavorncak,2009).
Childersalet(2001),analyzedthatconvenienceandnavigationsareareliablesourceofeaseofuseandshopping
enjoyment.
Brunsoetal,(2004)statedthatpeoplewhoareeasilyaccessibletotechnologyhaveahigherchancethattheywill
purchaseonline.Consumerintentionsarebasedontheeaseofuseofthetechnology,iftheywillfeelcomfortable
usingit;therearehigherchancesofthemthattheywouldpurchaseonline.
Lametal,(2007),hecontributedperceivedeaseofuseisanimportantfactortocheckthebehaviorofthe
customers.Customerswhoareonlinemorefrequentlyareoftenreliablecustomers,peoplepreferbuyingonlineas
itsavesthemthemilestotravelforshopping. Hanelal,(2010)furthersuggestedthatconsumersattitudeis
basedonfactorsincludingtimesaving,easypaymentandproductcustomization.

2.5Attitudes
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Factors affecting consumers behavior towards online shopping of health food

M,Jamal(2006),thepersonsattitudeisthemostimportantfactorinthelearningprocess.Itisabiggerfactor
towardsthedecisionoftheconsumers.Itisbasedontheconsumersattitudethattheywillbuytheproductonline
ornot.Cognitive,affectiveandbehavioralcomponentsarethethreecomponentsofattitude.Attitudeisafactor,
which represents the overall beliefs and evaluation, including both the positive and negative perceptions of
consumers.
Personsattitudeisalsobasedonthefoodtheyeat,previousresearchersWhite&Conner(2010)surveyedthat
peoplewhodontconsumerfruitsandvegetablesandpeopleindividualswhodonteatvitaminseffectspositively
ontheirfoodpurchaseintentions.
Lupton (2004) argues that social norms play in important role in purchase intention, this theory have been
confirmedbymanyresearches (Bakeralet,2007).Furtherresearchesshowthatconfidencealsoaffectsthe
purchaseintentionsofindividuals.
Consumershavedifferenttaste,someofthemprefertoeatforeignrecipes,Ryanelat(2004)suggestedthat
individualsexhibitdifferentkindofattitudetowardsfood.Peopleattributesuggeststheirpurchasingintentions,
andtheextent,whichtheyengageinfoodpreparation.
Previousresearchershavetakenthisattitudefactorfromtheoryofreasonedaction,whichwasdevelopedby
Fisbein and Ajzen (1975). This model describes the relationship between intentions and attitude. It can be
describedasamixtureofbeliefandevaluationofconsumers,whichresultsinthepersonsattitude.Ontheother
hand, subjective norm occurs from motivation and normative beliefs, which applies on individuals. Fisbien
(1975)surveyedthatattitudesandsubjectivenormscannotbetreatedonequalbasis,theydependonsituations
andindividuals.

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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

2.6PerceivedUsefulness
Davis(1986),hehasdefinedthisfactor,asanextenttowhichanindividualbelievesthatbuyingaproductor
servicewillenhancehis/hersatisfaction.Anotherresearcher,Pavlou(2003)statedthatperceivedusefulnessisa
factor,whichispositiverelatedtotheconsumersintentionofpurchasingonline.Davis(1989)mentionedthat,
perceivedeaseofusecouldbedefinedasanextenttowhichanindividualbelievesthatbuyingonlinewould
reducehiseffort.ConsumersbelievethatbuyingontheInternetisbasicallytimestarved.
Heoketal,(2004),surveyedthatpeoplefinditmoreusefultobuyitonlineratherthanthetraditionalbuying.
Davisalet(1989),hedefinedthatperceivedusefulnessisidentifiedwiththeresultoftheshoppingknowledge.
Itemized data, openness, and rate, and in addition accessibility of reasonable and advantageous buys, have
frequentlybeensaidastheprimaryadvantagesofInternetshopping.ForexperiencedInternetclientswhoare
occupied with amid typical shopping hours, the openness and rate of shopping might be genuinely helpful
components
Davis (2010), introduced technology acceptance model to explain the adaption of information technology.
Perceivedusefulness,afactor,whichheusedtoexplainthebehaviorandtheintentionofusingtechnology.His
surveyshowsthatperceivedusefulnessisconsideredanimportantfactor,whichisaffectingtheonlineshopping
inapositiveway,itisurgingmorepeopletobuyonline.
AnothersurveybyPeng,etal(2007),hesaidthatperceivedusefulnessinfluencestheacceptanceofonline
shoppingamongpeople.Hehasusedtechnologyacceptancemodeltoexplaintheeffectofperceivedusefulness
ontheconsumersintentiontobuyonline.

22

Factors affecting consumers behavior towards online shopping of health food

RohazianandFatima(2013),accordingtotheirresearchperceivedusefulnessisthemainfactor,whichinfluences
consumerstobuyonline.Emarketretailorsmakemarketingstrategiesbygivingtheinformationonline,which
differentiatethemfromtheircompetitors.

Chapter3
Methodology
23

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Thischapterbasicallyconsistsofmethodology.Thischapterincludesdesignoftheresearch,methodofdata
collection,designofsample.

3.1ResearchDesign
Researchdesignisaplaceofaction,whichshowsthestepstoanswerthequestionsandthenachievetheresearch
ofthepurpose(Kombrabal).ResearchDesignisdividedintwoparts,whichareexploratory(Its aimis to
understand the questions by researching the problems) and the other is conclusive (this aims to check the
hypothesisandtheninspecttherelationship)(ThavorchakandTaratanphol,2009).
Researchersalsousetwoapproachesforresearchdesign;oneisQuantitativeapproach,itisachievedbymaking
thequestionnairesandtheotheroneisdescriptive,whichistoexplorethedata,whichhasbeengatheredand
usinginferentialstatisticstotesttherelationbetweendependentandindependentvariables.
Theresearchmethodologyisdefinedasanorderedsystemtoprovideaclearsolutiontotheproblemthrough
logicalthinkingtoolsandselectionofideas.Wealsofoundthatthebestwaytounderstandthesubjectthoroughly
investigatethematterandprovidethebestsolutionforagivenperiodoftime.Thissectionexplainsindetailthe
natureoftheresearchmethodsused,researchersintheproblemareasofresearch.Theopeningoftheappealon
theavailabilityoftimeandallrightsintheseinputsourcesmaybeabletogiveanappropriatejudgmentin
choosingappropriateresearchmethodology.

3.2Sampling

24

Factors affecting consumers behavior towards online shopping of health food

3.2.1SampleDesign
Theaimofthestudyistofindoutthefactorsaffectingconsumersbehaviortowardonlineshoppingofhealth
food.Forthisresearchwearegoingtousesimplerandomsampling.Eachmemberofstatisticalpopulationhas
equalchancesofbeingselectedfromarandomsample.

3.2.2SamplingTechniques
Sampling methods are classified as either probability or nonprobability sampling. This research will be
conductedusingthenonprobabilitysamplingandtobemorespecificconveniencesamplingasitisalsothe
easiestwaytoobtaindataforresearches(Bashir,2013).Thenonprobabilitysamplingincludesconvenience
sampling,quotasampling,judgmentsampling,snowballsamplingandpurposivesampling(Latham,2007).

3.3ResearchInstruments
Thequestionnairewillbedistributedinatotalof2parts.Thefirstpartwouldbeconsistedofsectionincluding
thedemographicsoftherespondentandthesecondpartwouldconsistallthequestionsrelatedtothedependent
andindependentvariables.
Ratingsscaleusedtoanalyzeresponsesinthisstudyareadaptedfrom(Baker,Grewal,&A.Parasuraman,1994)
usingthefactorsaffectingtheonlinebuyingbehavioratanintervalscalefrom1ifstronglydisagreeto5for
stronglyagree.

3.4Location
ThisresearchwouldbeconductedinareasnearKualaLumpur.Thelocationselectedforthisresearchwillbein
KualaLumpurandsuburbs.ItincludesareaslikeCheras,PetalingJaya,PutraJaya,Sunwayandetc
25

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

3.5VariableMeasurement
Conductingastatisticalanalysis,firstweneedtomeasurethedependentandindependentvariables.Different
variableismeasureddifferently,themeasurementofthevariablesaredependentonthevariables.

3.5.1NominalScales
Itcanbeusetomeasurethenamesorcategorizetherespondents.Includinggender,religion,income,levelof
education,occupationandetc.Thesearetheexamplesofthevariablesthatcanbemeasuredonnominalscale.
Themainpointofnominalscaleisthatitdoesnotputtheresponsesinorder.

3.5.2OrdinalScale
Tomeasurethevariables,ordinalscaleisthebestwaytomeasureit.Theitemsinthisscaleareputinaorder,
rangingfromstronglydisagreetostronglyagree

3.6DataCollection
Data can be collected in various forms, which include questionnaires, observation of behavior, records and
reports,interviews(telephoneorfacetoface).Wehaveplannedtoadoptthepaperpencilquestionnaires.We
havedecidedtotargetsomespecificplacestomeetpeopleandthenaskthemtofillthequestionnaires.
Thismethodcanbeusedtoobservetherespondentsbehavioraccurately.Thepurposeofthisstudyistoexamine
theinformation,whichwillbecollectedfromthequestionnairesofwhatpeoplethinkaboutonlineshopping.
AlltheindividualsrespondentwillbechosenonrandombasisresidinginMalaysia

26

Factors affecting consumers behavior towards online shopping of health food

3.6.1PrimaryData
Primarydataiscollectedbytheresearchersthroughquestionnairebasedsurveys.Primarydataarefirsthanddata
collectedbyresearchersfromtherespondents.Attimes,researchersneedtogathertheinformationbecausethe
primarydataisoriginalandhasntbeenpublishedandcompiledtopublic(Driscoll,2011).

3.6.2SecondaryData
Secondarydataareexistingdatasetsalreadycollectedbyotherresearchersfordifferentresearchprojectsinthe
past.Thesemaybeavailableinexistingstatisticsdatabases (Daas &Toth,2012).Theadvantagesofusing
secondarydataaretheyareconvenientinsavingtimeandmoneyfortheintendedresearchstudy(Boslaugh,
2006).

3.7DataAnalysis
Oncethedataiscollectedbythequestionnaires,usingasoftwarecalledSPSS22.0.0.0toanalyzetheinformation
collectedwilldothemeasurements.Thecollecteddatawillbeconvertedintoinformation;theinformationwillbe
putinregressionmodel.

3.7.1PearsonCorrelation
ThemainobjectiveofPearsonCorrelationistodeterminerelationshipbetweentwovariables(Sekaran&Bougie,
2009).
RuleofthumbforinterpretingthesizeofaCorrelationCoefficient
27

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

ValuesRelationship

Value
0.9to1
0.7to0.9
0.4to0.7
0.2to0.4
0to0.2
0to0.2
0.2to0.4
0.4to0.7
0.7to0.9
0.9to1

Relationship
Veryhighpositiverelationship
Highpositiverelationship
Moderatepositiverelationship
Lowpositiverelationship
Negligiblepositiverelationship
Negligiblenegativerelationship
Lownegativerelationship
Moderatenegativerelationship
Highnegativerelationship
Veryhighnegativerelationship

Source:(Mukaka,2012)
TheCorrelationCoefficientrangesbetween1and1andiftheresultsvaluerangesbetween0.9and1,thefinding
isconsideredtohaveaveryhighpositiverelationship.Fortherangeof0.4to0.7,therelationshipisconsidered
tohaveamoderatepositiverelationship.Thesampleisalsoapplicableinthenegativeranges,althoughthe
relationshipestablishedisinverse.

3.8TargetPopulation
Tocompletetheresearch,questionnairewillbefilledonjudgmentalandrandomselectionoftherespondents.In
return,itwillprovidereasonableinformationaboutthefactors affectingconsumersbehaviortowardonline
shoppingofhealthfood.Tocreatetheresultsreasonableasamplesizeof100individualswillbeselectedto
whichthequestionnaireswillbedistributed.

28

Factors affecting consumers behavior towards online shopping of health food

Chapter4
Finding,AnalysisandDiscussions

Theprepareddataisthischapterconsistsofthegeneralinformationoftherespondents,whichincludesthe
profile,responserateandonlineshoppingbehavioroftherespondents.Afterthedescriptiveanalysis,wewill
measurethereliabilityofthedataprepared.Afterthedataismeasured,therewillbeanalysisofthehypothesis
tests.

29

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

4.0DataPreparation
Thedatawaspreparedwithdatavalidation,editing,codingandentryasexplainedbelow:

4.1.1DataValidation
The survey was processed by web based, the respondents were given am option to complete or reject the
questionnaires.Therespondentshadtocompletethequestionnaireswithoutskippinganyquestion.

4.1.2DataEditing,CodingandEntry
Therewasnotanymissingdatainourquestionnaires;thedatawasputintoSPSSversion22.0.0.0

4.1.3ResponseRate
Wedistributedthequestionnairesto100people.Thetablebelowshowsresponserateofthequestionnaires.

Table1:
ResponseratefromrespondentsPerson
Totalquestionnairesentout
100
Questionnairessentoutwithout 0
response
Totalcompletedquestionnaires

100

Percentage
100
0
1

4.1.4RespondentsProfile
Inthissection,wewilltalkaboutthedemographicsoftherespondents.Afterthequestionnairesanalysis,wegot
toknowthatmorethanhalfoftherespondentswerefemaleas56percentwerefemaleand44percentweremale
30

Factors affecting consumers behavior towards online shopping of health food

respondents.Mostoftherespondentsweremainlyinthecategoryof2027years,whichis46percent.Talking
abouttherespondentsqualification,itisseenthat30percentoftherespondentswerecollegestudents,25percent
respondentswerehighschoolstudentsand23percentweredoingtheirBachelors.55percentoftherespondents
werestudents,whichcovershalfoftherespondents.ThemajorgroupofrespondentshasanincomearoundRM
1000RM2000.

4.1.5OnlineShoppingBehavior
Table 2 indicates that the respondents mostly make use of the Internet because of study and personal
entertainment.
Table2:Reasontoaccess

Numberofrespondents

Frequency

Percentage

100

7.9

100
100
100
100

27
29
29
7

26.7
28.7
28.7
6.9

theinternetReasonto
accesstheinternet
Knowledge/Information

Business/Work
Study
PersonalEntertainment
Chatroom

4.1.6Plantopurchaseorganicfoodonline
Table3showstherespondentswhoplantopurchaseorganicfoodonline.Thetableshowsthattherespondents
arelikelytopurchaseorganicfoodonline.
Table3:Planto

Person

Percentage

purchaseorganicfoods
onlineinnext12months
Plantopurchaseorganic
foodsonlineinnext12
31

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

months
Verylikelytopurchase

17

16.8

organicfoodonline
Likelytopurchaseorganic

38

37.6

foodonline
Neutraltopurchase

26

25.7

organicfoodonline
Veryunlikelytopurchase

12

11.9

organicfoodonline
Unlikelytopurchase

5.9

organicfoodonline

4.1.7ProductsPurchasedOnline
Table4,indicatesthat21.8percentoftherespondentshavepurchasedITproducts,itishigherthantheother
productsandservices.
Table4:The

Numberof

products/services

respondents

Frequency

Percentage

purchasedonline
Products/Services
PurchasedOnline
Books/Magazine
ITproducts
Musicorconcert

100
100
100

6
22
16

5.9
21.8
15.8

recordings
Clothes/fashion

100

21

20.8

products
Foodormedicines
Travel/hotel

100
100

17
10

16.8
9.9

arrangements
Banking/financial

100

6.9

services/insurance

32

Factors affecting consumers behavior towards online shopping of health food

4.2DescriptiveAnalysis
Thispartconsistsofmeanandstandarddeviation.TheresearchershavecalculatedthisresultfromtheSPSS
result.
Table5:

Mean

Std.Deviation

Results

FactorsFactor
TotalPerceivedRisk
TotalAttitudes
TotalPerceivedEase

100
100
100

4.50
4.51
4.16

0.67
0.70
0.72

StronglyAgree
StronglyAgree
Agree

ofUse
PerceivedofUse

100

4.19

0.73

Agree

Descriptive
Statisticsfor

4.2.1PerceivedRisk
Thereare6variablesinthequestionnaires,whicharetheretomeasureperceivedrisk,theycanbefoundintheB3
section of the questionnaire. The questions in this section are related to security issues, privacy, private
information,whichconcernstherespondents.Themeanfactorisat4.50;henceithasbeentakenseriouslyand
thusstronglyagreedbytherespondents.

4.2.2Attitude
Thisfactorisbasicallymeasuredby3variablesinquestionnaires,whichcanbefoundintheB1section.The
questionsarerelatedtothebuyingbehavioroftherespondents.Themeanofthisfactoris4.51,whichisthe
highestamongtheotherfour.

33

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

4.2.3PerceivedEaseofUse
Thevariables,whichareusedtomeasurethisfactor,areonlythree,whichcanbefoundintheB2section,the
firstthreeareusedtomeasurethisfactor.Thequestionsarerelatedtothevarietyofproductsonline,easierto
comparepriceshelpsreducingintermediaries.Themeanforthisfactor4.16,whichhasresultedintheagree
factorbytherespondents.

4.2.4PerceivedUsefulness
Threevariableswereusedtomeasurethisfactor,whichcanbefoundinthequestionnaireintheB2section,the
lastthreequestionsareusedtomeasurethisfactor.Thequestionsarerelatedtothespecialpromotionsandsaving
oftimeandeffort.Themeanfactoris4.19anditisanagreefactorbytherespondents.

4.3MeasureReliability
MalleryandGeorge(2003)havestatedtheusefulnessoftheCronbachsalphascale.ThescaleofCronbachs
alphaislistedbelow

Morethan0.9excellent
Morethan0.8good
Morethan0.7acceptable
Morethan0.5poor
Lessthan0.5unacceptable

Table6:Alpha
coefficientof
theitem
analysisFactor

NumberofItem Cronbach's
alpha
coefficient

PerceivedRisk

100

0.874

Attitude

100

0.783
34

Factors affecting consumers behavior towards online shopping of health food

PerceivedEase
ofUse

100

0.703

Perceivedof
Usefulness

100

0.853

4.4Analysis
Inthisthereaderwillfindtheanalysisalongwiththemodelofconceptualframework.Themodelisdividedinto
experienceandinexperienceshoppers.Table7isshowingthettest,whichisperformedonthequestionnaires
filledbytherespondents.
Thettestiscalculatedtocheckeachfactorisacceptableornot.Ithasasignificancelevel,iftheprojecthasa
significanceleveloflessthan0.05,thantheprojectisacceptable.

Table 7: The Independent sample t-test

Levene's Test
for Equality of

t-test for Equality of Means

Variances
95% Confidence
Sig. (2- Mean
F

Sig.t

Equal variances .073

.787-1.009

Interval of the

Difference

Difference

df
tailed)

PR

Std. Error

Difference

Lower

Upper

308

.314

-.08726

.08645-.25738

.08285

190.576

.321

-.08726

.08772-.26029

.08577

assumed

Equal variances

-.995

not assumed

35

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Attitudes

Equal variances .347

.556.074

308

.941

.00663

.08907-.16863

.18189

208.033

.940

.00663

.08735-.16558

.17884

308

.035

.17912

.08436.01312

.34512

218.956

.028

.17912

.08114.01920

.33903

308

.016

.19347

.08021.03563

.35131

270.113

.007

.19347

.07098.05373

.33322

assumed

Equal variances

.076

not assumed

PEOU

Equal variances 5.047

.0252.123

assumed

Equal variances

2.208

not assumed

POU

Equal variances 13.208

.0002.412

assumed

Equal variances

2.726

not assumed

Talkingaboutthefirsthypothesis,itisthereisasignificantdifferenceinthemeanperceivedriskfororganic
foodbetweenexperiencedandinexperiencedshoppers. Inthetableundertheperceivedrisksection,thep
sectionis0.314,whichismorethan0.05.Therefore,hypothesis1isnotaccepted.Itisseenthatthereisno
significantdifferencebetweenexperiencedandinexperiencedshoppersmeanofperceivedriskas(tis1.01).it
canbeexplainedinawaythatboththeshoppersfinditriskyofbuyingorganicfoodonline,itcanbeduetomany
reasons(fraud,leakingofinformation,etc)
Thesecondhypothesisisthereisasignificantdifferenceinthemeanperceivedeaseofusefororganicfood
experiencedandinexperiencedshoppers. ThePscoreinthisis0.035,whichmeansthatitislessthan0.05.
Thus,weacceptthehypothesis.Itmeansthataccordingtotheresults,wecansaythatthereisasignificant
differencebetweenexperiencedandinexperiencedonlineshoppers.
36

Factors affecting consumers behavior towards online shopping of health food

There is a significant difference in the mean perceived usefulness for organic food experienced and
inexperiencedshoppers. Thisisathirdhypothesis,itsPscoreis0.016,itislessthan0.05.Therefore,the
hypothesisisaccepted.Itisproventhatthereisasignificantdifferencebetweenthemeanperceivedusefulness
fororganicfoodexperiencedandinexperienceonlineshoppingcustomers.
The last and final hypothesis is there is a significant difference in the mean attitude for organic food
experiencedandinexperiencedshoppers.Thepscoreforthisis0.941,thisismorethan0.05,anditsuggests
thatweshouldrejectthehypothesis.Itsuggeststhatthereisnosignificantdifferencebetweenthemeanof
experiencedandinexperiencedonlinebuyersofhealthyfoods.

4.5Consideringtherelationshipbetweenthevariables
ExperiencedOnlineShoppers
Table 8: Correlations (Organic foods experienced online shoppers)
POU

PEOU

PR

Attitude

Pearson Correlation
PU

1.000

.354

.121

-.003

PEOU

.354

1.000

.112

.148

PR

.121

.112

1.000

.161

Attitude

-.003

.148

.161

1.000
37

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Sum of
Model

Squares

df Mean Square

1Regression

20.107

5.027

Residual

331.802

67

1.929

Total

351.910

71

Sig.

2.606

.038

Table 9: Model Summary

(Organic foods experienced
online shoppers)

Std.
Error of
Adjusted
Model R

R SquareR Square

10.239

0.057

0.035

the
Estimate
1.38891

Table 10: ANOVA (Organic foods experienced online shoppers)

Table 11: Coefficients (Organic foods experienced online shoppers)

Unstandardized

Standardized
38

Factors affecting consumers behavior towards online shopping of health food

Collinearity
Statistics

Coefficients Coefficients
Model

Std. Error

3.400

.931

-.526

.196

PEOU

.105

PR
Attitude

1(Constant)
POU

Beta

Sig. Tolerance

VIF

3.650

.000

-.242

-2.678

.008

.674

1.484

.174

.054

.602

.548

.690

1.450

.321

.156

.164

2.061

.041

.863

1.158

.041

.148

.022

.277

.782

.883

1.132

Table811showstheCorrelation,Modelsummary,AnovaandCoefficients.Theresearchersgotthisresult
from analyzing the independent variables. This result was taken out to check the relationship between the
independentvariables.
Thetableshowsthatthereissomerelationshipbetweentheindependentvariables.tochecktherelationship,the
correlationshouldbemorethan0.30(thenthisistermedasmediumrelationship).Accordingthetables,thereis
goodrelationshipbetweenperceivedeaseofuseandperceivedusefulnessasthecorrelationis0.354whilethe
othertwohavecorrelationlessthan0.30.
Talkingaboutthepresult,perceivedusefulnessandperceivedeaseofuseareaverysignificantfactorsastheirp
valueislowerthan0.05whereastheothertwovariableshaveapvaluehigherthan0.05.
Checkingtheirmodelsummary,itsuggeststhatthemodelforexperiencedshopperscanonlyexplain3.5percent
ofthevarianceindecisionmakingtowardonlinepurchasingforhealthyfood.

InexperiencedOnlineShoppers
Table12:Correlations(Organicfoodsinexperiencedonlineshoppers)

39

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Next 12
months

Pearson Correlation

POU

PEO
U

PR

Attitud
e

Next 12
months

1.000

-.029

.056

.081

-.047

POU

-.029

1.000

.390

.260

.209

PEOU

.056

.390

1.000

.316

.147

PR

.081

.260

.316

1.000

.134

Attitude

-.047

.209

.147

.134

1.000

Table13:ModelSummary(Organicfoodsinexperiencedonlineshoppers)
Std.Error
AdjustedR

ofthe

Model

RSquare

Square

Estimate

.470

0.221

0.106

1.69368

Table 14: ANOVA (Organic foods inexperienced online shoppers

Sum of
Mod
el

Squares

df

Mean Square

Regression

22.018

5.504

Residual

77.451

233

2.869

Sig.

.046

40

Factors affecting consumers behavior towards online shopping of health food

Total

99.469

237

Table 15: Coefficients (Organic foods inexperienced online shoppers)

Unstandardized

Standardized

Collineari
ty

Coefficients

Coefficients

Statistics

Model

Std. Error

1(Constant)

12.294

Beta

Sig.

Toleranc
e

VIF

4.617

2.662

.013
.078

.861

1.161

POU

-1.220

.666

-.335

1.831

PEOU

-.287

.473

-.106

-.606

.549

.935

1.070

PR

-1.073

.429

-.459

2.501

.019

.856

1.169

.314

.464

.120

.676

.505

.921

1.086

Attitude

Table1215,thetablesshowtheresultofCorrelation,ModelSummary,AnovaandCoefficients.Theanalysis
startswithcorrelationbetweenthevariables.Theresultshowsthatthereisagoodrelationshipbetweenperceived
easeofuseandperceivedusefulnessasthecorrelationishigherthan0.30astheothertwofactorsdonothavea
goodcorrelationastherecorrelationislessthan0.30
41

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Thetablesindicatedtheonlyindependentvariablethatwassignificantfactorforinexperiencedonlineshoppers
wasperceivedriskatthevalueof0.02.While,attitudes,perceivedeaseofuse,andperceivedofusefulnesswere
notstatisticallysignificantbecausetheirsignificantvalueswerelargerthan0.05.Asshowedinfigure7thatthe
adjustedrsquarescorewas0.106therefore,themodelcanexplained10.6percentofthevarianceindecision
makingtowardonlinepurchasingforinexperiencedonlineshoppers.

Chapter5
ConclusionandRecommendation
Thediscussionoftheanalysisandtheconclusionofthisstudywillbedescribedinthischapter.Ourresearch
questionisansweredinthispart.Followedbytherecommendationsandlimitationandfutureresearches.

42

Factors affecting consumers behavior towards online shopping of health food

5.1Discussion
Themainaimforthisstudywastofindthefactors,whichaffecttheconsumerdecisiontopurchasehealthyfood
online.
We chose questionnaires based survey to find out the factors, which affects the purchasing decision of the
consumers.Wedistributed100questionnairesandinthosequestionnairestherewerequestions,whicharerelated
tothefactors,whichaffectsthepurchasingdecisionoftheconsumers.Theresponserateforthesequestionsis
100percentandtherespondentswerechosenatrandom.Theresultsindicatethatmostoftherespondentswere
studentsandtheywerebetweenthe2027yearsofage.
Fromthepreviouschapter,theresearchershaveshowedthattheyhaveusedfourfactors,whicharePerceived
Ease ofUse,Perceived Usefulness, Attitude andPerceived Risk. There has been a division of twogroups,
experiencedshoppersandinexperiencedshoppers.
Thefirstgroupisorganicfoodsexperiencedonlineshoppers,fromthestudywehaveevaluated.Itimpliedthat
perceivedriskandperceivedofusefulnesswerethefactorsconcernedbythisgroupofrespondents.Themean
valueofthesetwofactorswerequiteclosebuthowever,theperceivedofusefulnessstillshowedasthemost
importantinfluencedfactorfortheorganicfoodsexperiencedonlineshoppersthedatacanbefoundinappendix
21.Leelayouthayothin(2004);Jiang,Hsu,&Lin(2000)alsostatedthesameresultintheirstudyandmentioned
that the perceived of usefulness were the strongest and powerful factors influenced the purchasing online
intention.Ontheotherhand,theperceivedriskthatalsosignificantinourstudywerepointedoutasthegreat
importantfactorinthestudyofGustavsson&Johansson(2006).Brezgina,Debouchaud,&Frehse(2008)also
indicatedthatitisnegativesideofEpersonalizationbecausetherespondentsconcernedabouttheirprivacyrisk.
Fortheexperiencedonlineshopperstheperceivedeaseofusemightnotbeconsideredassignificantinfluenced

43

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

factor(Roca,Garcia,&Vega,2009).Inourstudy,itmentionedthattheperceivedeaseofusewerenotthefactor
influencedourrespondentsinthisgroupaswellastheattitudes.
Thesecondgroupswehavestudiedwereorganicfoodsinexperiencedonlineshoppers.Theresultofthisstudy
indicatedthatperceivedriskwastheonlyfactorinfluenceddecisionmakingtowardonlinepurchasingforthis
group. This might be about privacy and security concerned or personal information given. As Suki (2005)
mentionedinhisstudiedthatprivacyisthebiggestobstructionfactortoshoppingonlinesincethecustomershave
highly concerned about privacy, security, and trust. The attitudes, perceived ease of use, and perceived of
usefulnesswerenotconcernedinthisgroupofrespondents.Theperceivedeaseofusecouldhavejustalittle
effect on the behavioral intention while the perceived risk is one of the most important factors
(Leelayouthayothin,2004).Asaresulttheperceivedriskwasthefactorinfluenceddecisionmakinginboth
organicfoodsexperiencedandinexperiencedonlineshoppers.Thismightduetotheideaofpurchaserthinkthat
printcatalogshoppingismorereliableandlesschanceofriskcomparetotheinternetshoppingortheshoppers
requiredthesafeandsecuredtransactioninordertopurchaseproductsonline(Vijayasarathy&Jones,2000).
Thisvariableseemstoinfluenceorganicfoodsexperiencedonlineshoppersmorethaninexperiencedonefrom
theresultofourstudy.Thismaybebecausethesecondgroupoftherespondentshaslessexperiencebuying
organicfoodsonlinethanthefirstonetherefore,theypracticallylessconcernabouttheriskytheymayencounter.
Inthiscase,theresultalsomightbecausedfromtheorganicfoodsexperiencedonlineshoppersknewthatthey
should aware of the product information written in the website such as the quality of products. While the
inexperiencedonehadneverboughttheorganicfoodsonlinebeforesotheydidnottakethisissueintotheir
consideration. Anyhow, the organic foods experienced online shoppers have perceived of usefulness as the
influencedfactortoo.Thecheaperproductsandshoppingconveniencecouldbeinvolvedinthistopic.The
varietyofchoices,shoppingconvenience,cheaperproducts,andentertainingandinformativehadanimpacton
theperceptionofusefulnessinThaiconsumersperception(Leelayouthayotin,L.,2004).
44

Factors affecting consumers behavior towards online shopping of health food

Thefactorsconcernedinthisstudyweremostlyaboutsocialartifactsinceweadoptedthemfromtheprevious
studiesasstatedinabovestages.Thefactorsofperceivedriskandperceivedofusefulnesswerethesocialartifact
issuesconcernedfromtherespondentsofthisstudywhichisourmainfocus.Hence,theotherfactorsinvolved
withtechnologywerenottakeninourconsideration
Inthisstudyshowedthatattitudeandperceivedeaseofusewerenotconcernedinbothgroupofourrespondents.
As Shim, Eastlick, Lotz, & Warrington (2001) mentioned that attitudes may affect just indirectly to the
consumersinordertopurchaseonline.Inadditionalperceivedeaseofusecouldhaveonlyalittleaffecton
behavioralintention(Leelayouthayotin,L.,2004).Asaresult,attitudesandperceivedeaseofuse(PEOU)were
notconcernedinthisstudy.Theresearcherswouldliketonotifythattheresultofthisstudycannotimpliedtothe
entireonlineconsumersinbothorganicfoodsexperiencedandinexperienceonlineshoppersinaccordancewith
thevalueofRSquareat3.5percentand10.6percentrespectively.ComparisonourRsquarescoretotheprevious
researchestomeasurethereliabilityofthisassumption.TherewasastudyofShimetal.(2001)indicatedthree
factors influenced online purchasers intention (i.e., attitude towards internet shopping, perceived behavioral
control,andinternetpurchaseexperience)withthevaluesofRsquare55.1,54.6,and54.9percentrespectively.
FromthisstudiedwecanimpliedthatourRsquarevalueswerequitelow.Inameantime,Shareefetal.(2008)
gotaresultofreputationofpurchasesatisfactionasthefactorwithvalueofadjustedRsquareatonly2.5percent.
Thavornchak&Taratanaphol(2009)mentionedthatperceivedofusefulnesswasthefactorsignificantinfluenced
EticketadopterwiththeRsquarescored11percent.ThelastresearchwehavestudiedwasOmarE.O.&Hirst
A.(2006)statedtheperceivedofusefulness,perceivedeaseofuse,andtheenjoymentweremanifestedasan
importancefactorstowardonlinepurchasingintentionforbothgroupofcustomerswithoutshowingtheRsquare
score.AbovestudiesshowedthevariousRsquarevaluesbutnoneofthempresenteditastheissuefortheir
study.Hence,wecanimplythatourRsquarevaluewouldnotbetheobstaclefortheresultassumptiongivenas
well.Theresearchers alsogatheredthedemographicinformationoftherespondentsinordertoseethatthe
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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

respondentshavecapacitytopurchaseonlineinthemeaningofageandincome.Since,someproductandservice
haveagerestrictionforthecustomers.However,fromtheliteratureswehavebasedoninthisstudytheevidence
appearedthatnoneofthemusedthedemographictomeasureorinvolveintheirresult.Therefore,thisstudy
wouldnotconcernedmuchaboutthedemographicinasenseofresultexplanationsincetheresultwehavefound
wasexplainedaswellasreachedpurposeoftheresearchandansweredresearchquestionalready.

5.2 Conclusion
Fromthisstudywecansummarizethatperceivedriskandperceivedofusefulnesswerethevariablesinfluenced
decisionmakingtowardonlinepurchasingfororganicfoodsexperiencedonlineshoppers.Whiletheperceived
riskwastheonlyfactorconcernedfortheorganicfoodsinexperiencedonlineshoppers.Hence,wecangivethe
implicationthatperceivedriskwasthefactorwithhighlyconcernedforonlinepurchasers.Eventhough,attitude
and perceived ease of use have not considered as factors influence online purchasing intention for both
experiencedandinexperiencedcustomersinthisresearch.However,wecangivetheassumptionthatthereare
otherfactors,whichcaninfluencethecustomersdecisionmakingtopurchaseorganicfoodsonline.

5.3 Recommendation
Thestudygavetheresultthatbothfactorsconcernedwereinvolvedwithsocialartifact.Ithasclearlystatedthat
theperceivedrisk(PR)wasthefactorconcernedbytheonlineconsumers.Thereasonofthisissuemightbecause
consumersworriedaboutgivingtheirpersonalinformationandmaybeusedinthewrongway.Anotherreason
was the credit card information giving to the online merchants could be risky in their opinion. The
recommendationforthisissuecanbe;thecompanyshouldgivethefullattentiontothecustomerssecurityby
providingtheconfirmationandverificationrightafterthepurchasingprocesswascompleted.Thesecondfactor
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Factors affecting consumers behavior towards online shopping of health food

considerateinthisstudywasperceivedofusefulness(POU),whichoccursfromtheeasinessforcustomersto
reachtotheproductsandbeabletocompareinformationandpriceaswellastheclearlystatedtermsand
conditionsaboutpaymentanddelivery.Moreover,inthisfactorthecustomersconcernedaboutthequalityof
organicfoodwhenitarrived.Thecompanyshouldconsiderthisusefulnessforcustomersastheimportantaspect
indetail.Forexample,theclearinformationoftheirproductsandthepaymentmethodintheirwebpage,and
givinghighconcernedonproductsdeliveryprocessbyusedJustinTime(JIT)systemtokeepupthequality.JIT
is a system that assists to deliver the products from the company to the customers before they are needed
(Investorwords,2011).Sincetheproductswewerediscussingcouldberottenordeterioratedeasierthansome
otherproducts.Theissuesfromsocialartifactcanbereducedfromaboverecommendationsandheedfulnessof
businessowners.Thesecanhelpincreasingtheexperiencedonlineshopperinasenseofbetterqualityofonline
shopping not only the organic foods online shop. The percentage of online shopper that increase means
consumers of product selling online may increase as well as the organic foods purchaser. The evidence is;
comparingtothepastpeoplewasgoingouttobuyproducttheyneedwhilenowtherearecountlessofonline
shopswiththeincreasingnumberofonlineshoppersasweindicatedattheintroductionstage.Eventhough,the
attitudesandperceivedeaseofuse(PEOU)werenotconsideredasimportantinthisstudybutasmentioned
abovethattheresultwashardlycoveredentireonlinecustomers.Thecompanyshouldattendtothesetwofactors
andimprovethewebpageinordertogaintheonlineconsumersthatrapidlygrownowadays.
Asaresult,theconsequenceofthisstudymaybeusedasanefficientguidelinefortheonlinemerchantsinorder
tounderstandtheircustomersandtoincreasetheamountofonlinepurchasersinthefuture.

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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

5.4LimitationandFutureResearchers
Thisstudytriedtoinvestigatethefactorsthathaveinfluencedtothecustomersdecisionmakingtowardsorganic
foodsonlinepurchasing.Eventheresearcherstriedtoconductthesurveybuttherestillhasthelimitationonthe
research.Duetothelackoftimethesurveywasdonebyonlythesmallgroupcomparedtotheonlinepurchasing
populationhence,theresultcouldnotsatisfyallonlinecustomers.Thefactorsstudiedinthisresearcharethe
independentvariablesthatcanbechangedfromthematteroftime.Meaning,theymightbeotherfactorsconsider
moreimportantandhaveinfluencedinthefuturethatleadtothefurtherstudy.
Therearemanyfurtherstudies,whichcanusethisresearchasthestartingpointoftheirwork.Themarketingmix
couldbeinterestingideatoexploretowardonlinepurchasingintention.Thefurtherstudiesshoulduseproduct,
price,place,andpromotionasindependentvariablestostudyiftheycanbefoundasthestrongerfactors
influenceorganicfoodonlinepurchasingintention

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Factors affecting consumers behavior towards online shopping of health food

Bibliography

Kinsey,J.a.(1996).Consumertrendsandchangingfoodretailingformats.118791.

L,C.(2009).Onlineconsumerbehavior:Anempericalstudybasedontheoryofplannedbehavior.

L,L.(2004).Factorsinfluencinginlinepurchaseintention.

M,G.M.(2006).ConsumerTrustinECommerce.

Teo,T.&.(2003).Assessingtheconsumerdecisionprocessinthedigitalmarketplace.

Wang,N.Studyontheinfluencingfactorsofonlineshopping.2008.

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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Appendices

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Factors affecting consumers behavior towards online shopping of health food

Questionnaires
FactorsAffectingConsumersBehaviorTowardOnlineShoppingofHealthFood

We,SyedaMunazzaandDanyalAhuja,studentsofUCSIUniversitypursuingBA(Hons)Marketingourinour
lastyearofourdegree.Wearemandatorytodoaresearchproject.
We are performing a survey on the factors, which affects consumers behavior towards online shopping of
healthyfood.Wehavemadequestionnaires,whichincludesonlygeneralinformationanditwilltakeonly15
minutesofyourtimetocomplete.
Alltheresponsesgatheredfromthissurveywillbekeptconfidentialanditwillonlybeaccessiblebyresearchers.

Yourfeedbackwillbeveryvaluableforus.

Thankingyou.

Yourstruly,
SyedaMunazza
DanyalAhuja
51

Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

SectionA:Demographics
C1.Gender:
MaleFemale
C2.Age
Under202027
2835Over35
C3.EducationLevel
PrimaryschoolSecondaryschool
HighschoolCollege/technicalSchool
BachelorsdegreeMastersdegreeorhigher
C4.Occupation
BusinessownerPrivatecompanyofficer
GovernmentofficerStudent
Housewife
C5.PersonalIncome
LessthanRM1000RM10002000
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Factors affecting consumers behavior towards online shopping of health food

RM20004000RM40006000
MorethanRM6000

SectionB:AttitudesTowardsPurchasingOnline
Pleaseindicatetheextenttowhichyouagreeordisagreewitheachofthefollowingstatementsbycirclingthe
appropriatenumberfrom15.Inthissection,yourexperienceswillbeusedoftheonlinepurchasedproducts.
Strongly
Disagree
Disagree
Neutral
Agree
1
2
3
4
B1.Companysellingtheproductonlineshouldbe
Apermanentphysicaladdress

StronglyAgree
5
1

Wellknowntothepublic
Goodintheirservicesandbeenoperatingforalongtime

B2.Inyouropinion,whataretheadvantagesortheusefulnessofbuyinghealthyfoodonline?
Itiseasiertofindawiderrangeoforganicfood

Itiseasytocompareprices
Itcanhelpreducetheintermediaries
Thepriceoftheproductisclearlyshown
Therearespecialpromotionsonline,whichmakesthe
productcheaper
Ithelpsthecustomerstosavetimeandeffort

B3.Inyouropinionwhatcanbetherisksassociatedwiththepurchasingonlinedecision?
Thechancesthattheproductwillbesameastheonline
image
Theproductqualitywouldnotbegoodasexpected

Personaldatawouldbesharedamongothers
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Factorsaffectingconsumersbehaviortowardsonlineshoppingofhealthfood

Thesellersmightoverchargethecreditcard
Peoplefeeltheyareriskwhentheygivetheircreditcard
informationonline
Informationgivencanbeusedinawrongway

SectionC:ConsumptionBehaviorandExperience
A1.Inyouropinion,thereasonswhypeopleaccesstheInternet?
Knowledge/InformationBusiness/Work
StudyPersonalEntertainment
Chatroom
A2.Haveyoueverboughtaproductonline?
YesNo
A3.Whichkindsofproducthaveyoupurchasedonline?
Books,MagazinesITproducts
MusicorconcertrecordingsClothes/fashionproducts
FoodormedicinesTravel/hotelarrangements
Banking/financialservices/insurance
A4.Wouldyoueverbuyanyorganicfoodonline?
VerylikelyLikely
NeutralUnlikely

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Factors affecting consumers behavior towards online shopping of health food

Veryunlikely

55