Examining Actual online Shopping Behaviour of Consumer in Kuala Lumpur in the Perspective of Theory Planned Behaviour

Examining Actual Online Shopping Behaviour of Consumer in Kuala Lumpur in the Perspective of Theory Planned Behaviour

Ratna Dewi Bujang

Faculty of Business Management

Universiti Teknologi Mara

Shah Alam, Selangor, Malaysia

Abstract – This paper formulates a framework which is adapted by Theory Planned Behaviour (TPB) to examine actual online shopping behaviour. The factors that influence consumer to transact is their attitude, subjective norm, and perceived behavioural control. These three (3) factors affect the consumers’ intention to purchase online products or services. Online shopping trend nowadays has been increased rapidly with the development of internet and easy accessibility of internet usage. Not just that, online shopping is very easy to use, fast and time saving for consumer.

Keywords – Online shopping, Theory Planned Behaviour, Attitude, Subjective norm, Perceived behavioural control, Actual behaviour.

1. INTRODUCTION

Online shopping trend nowadays has been increased rapidly with the development of internet and easy accessibility of internet usage. Not just that, online shopping is very easy to use, fast and time saving for consumer. According to Shergill and Chen (2005), the purpose of internet usage by consumer is for many reasons such as like to search the product features, review the prices and select the best products or services that they intent to purchase, then they place the order and make payments. After completing the transaction, then the required products will be delivered to the consumer.

In the perspective of Theory of Planned Behaviour (TPB), the factors that influence consumer to transact is their attitude, subjective norm, and perceived behavioural control. These three (3) factors affect the consumers’ intention to purchase online products or services.

Malaysia today has been bombarded with many online stores or retailers which provide and sell many services or products such as outfits, books, dresses, scarf, foods, electrical items and so on so forth. The e-commerce website such as like Zalora, Lazada, Amazon, Mudah, Ensogo, Poplook, Zawara, Lelong, 11street, Fashion Valet and others are increasingly gain their popularity and grab the attention of many people. Hence, this study will examine actual online shopping behaviour among consumers in Kuala Lumpur in the perspective of Theory Planned Behaviour (TPB).

This study also will conduct a survey to find out which factors in the TPB that will be the most influential to stimuli consumers’ intention to transact via online. The factors are attitude, subjective norms and perceived behavioural, while the mediator will be the consumers’ intention to transact.

The widespread of online shopping by consumer because it is an easy way to shop and variety of products and services are available for consumer, thus online shopping contributes a high number of transaction and offer various business opportunities. As mentioned by Lin (2007), to understand consumer decisions regarding the online shopping usage is very important. A simple and user friendly website is effective to facilitate online transaction and services.

1. PROBLEM STATEMENT

With the advancement of the technology and growing rapidly today, many people can browse the internet and online at anytime and anywhere. All these people have the potential to be an online consumer. Nonetheless, since there are so many online retailers or providers nowadays, it is really important for organisations or online retailers to know the consumer’s needs and demands due to this competitive business environment.

As we know that there is no face-to-face contact in online shopping market, hence, it is vital to analyse and identify the factors that may influence the consumer. Moreover, it becomes more important to response the demand from consumer in order to retain them since that every consumer have their new interests and needs in the internet medium.

Besides, it is obvious that rapid technological progress will change the consumer shopping behaviours. The study pertaining the behaviour of online consumer becomes more prominent in literature, whereas many past studies have identified the causes and factors which can influence behaviour of online consumer. Nevertheless, what drives or stimulates consumers to shop online and how consumer can easily trust on the online shopping event though no face-to-face contact is still not clear.

According to Velarde (2012), there are some disadvantages of online stores where consumer cannot touch, feel, taste or smell the products. Thus, these will prevent or avoid them from evaluating and considering the quality of product and increase their perception on the risk. The issue of delays in delivery, security issues and privacy concerns also affects the intention of consumer and their trustworthiness towards shop online. Even though online shopping has its disadvantages and risky, but still have consumer who trust and do the online shopping, and it is happening today in Malaysia.

Consumer in Kuala Lumpur will be chosen in this study as a respondent because researcher want to know why this city people still make purchasing through online even though in this main city have all the products in brick-and-mortar stores which consumer can touch, feel, taste or smell that.

Referring to Muhammad Umar and MD Nasir (2011), consumers’ behaviour towards online shopping is various, so it is important to recognize the elements that can influence and affect consumers to execute the online shopping. Therefore, this study will be conducted in order to examine the factors in TPB towards consumer online shopping behaviour.

1. LITERATURE REVIEW

This section discusses on TBP factor which are attitude, subjective norm, perceived behaviour control, actual transaction, and intention to transact as a mediator. Five (5) hypotheses are being proposed accordingly.

1. Attitude

According to Taylor and Todd (1995) in Velarde (2012), the degree of a person’s favourable or unfavourable evaluation of the behaviour to be acted upon describes the attitude toward a behaviour. While, Kim and Park (2005) mentioned that positive or negative evaluation of a relevant behaviour and prominent beliefs by an individual regarding the perceived consequences of performing a behaviour is referring to the attitude toward a behaviour.