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E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students

The enormous progression of the internet in marketing and e-commerce has led to the prosperity of online business. Online shopping is a form of electronic business that lets customers purchase goods and services directly from online sellers via the Internet. In other words, the e-shoppers just need...

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Main Authors: Osman, Syuhaily, Cheng, Kai Wah, Then, Sook Han
Format: Article
Language:English
Published: Malaysian Consumer and Family Economics Association 2021
Online Access:http://psasir.upm.edu.my/id/eprint/97128/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/97128/
https://macfea.com.my/vol-36-june-2021/
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spelling my.upm.eprints.971282022-09-13T08:50:27Z http://psasir.upm.edu.my/id/eprint/97128/ E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students Osman, Syuhaily Cheng, Kai Wah Then, Sook Han The enormous progression of the internet in marketing and e-commerce has led to the prosperity of online business. Online shopping is a form of electronic business that lets customers purchase goods and services directly from online sellers via the Internet. In other words, the e-shoppers just need to stay anywhere, order online, make their payment online, and wait for their goods and services sent to their addresses. Therefore, e-shoppers can save their time shopping and allocate more time to other daily activities. This research aimed to determine the e-shopper typologies differences in online buying satisfaction among UPM’s students. A selfadministrated questionnaire was distributed to the surveyed respondents to acquire the research data via a systematic random sampling procedure. E-shopper typology was assessed by the measurement adopted from Rohm and Swaminathan (2004). A total of 18-items, which comprised four shopping motives, were used to group the respondents into different e-shopper clusters. The grouping of e-shopper was solely based on the highest scores obtained on each shopping motive, including online convenience, physical store orientation, information used in planning and shopping, as well as variety seeking. The result showed that most of the respondents were convenience shoppers, as their involvement in online shopping was primarily due to online convenience motives. On the whole, a large proportion of respondents were moderately satisfied cluster, showing moderate satisfaction towards their online buying experiences. The clusters of e-shopper were found to have significant differences in online buying satisfaction via a oneway ANOVA test. The mean differences of the LSD post hoc test have shown that convenience shoppers were more satisfied with their online buying experience as compared to balanced buyers. These findings are beneficial to e-retailers and consumers in developing a holistic understanding of e-shopper and thus enhancing consumers’ self-understanding as an e-shopper. Malaysian Consumer and Family Economics Association 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/97128/1/ABSTRACT.pdf Osman, Syuhaily and Cheng, Kai Wah and Then, Sook Han (2021) E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students. Jurnal Pengguna Malaysia, 36. 93 - 115. ISSN 1511-998X https://macfea.com.my/vol-36-june-2021/
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The enormous progression of the internet in marketing and e-commerce has led to the prosperity of online business. Online shopping is a form of electronic business that lets customers purchase goods and services directly from online sellers via the Internet. In other words, the e-shoppers just need to stay anywhere, order online, make their payment online, and wait for their goods and services sent to their addresses. Therefore, e-shoppers can save their time shopping and allocate more time to other daily activities. This research aimed to determine the e-shopper typologies differences in online buying satisfaction among UPM’s students. A selfadministrated questionnaire was distributed to the surveyed respondents to acquire the research data via a systematic random sampling procedure. E-shopper typology was assessed by the measurement adopted from Rohm and Swaminathan (2004). A total of 18-items, which comprised four shopping motives, were used to group the respondents into different e-shopper clusters. The grouping of e-shopper was solely based on the highest scores obtained on each shopping motive, including online convenience, physical store orientation, information used in planning and shopping, as well as variety seeking. The result showed that most of the respondents were convenience shoppers, as their involvement in online shopping was primarily due to online convenience motives. On the whole, a large proportion of respondents were moderately satisfied cluster, showing moderate satisfaction towards their online buying experiences. The clusters of e-shopper were found to have significant differences in online buying satisfaction via a oneway ANOVA test. The mean differences of the LSD post hoc test have shown that convenience shoppers were more satisfied with their online buying experience as compared to balanced buyers. These findings are beneficial to e-retailers and consumers in developing a holistic understanding of e-shopper and thus enhancing consumers’ self-understanding as an e-shopper.
format Article
author Osman, Syuhaily
Cheng, Kai Wah
Then, Sook Han
spellingShingle Osman, Syuhaily
Cheng, Kai Wah
Then, Sook Han
E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students
author_facet Osman, Syuhaily
Cheng, Kai Wah
Then, Sook Han
author_sort Osman, Syuhaily
title E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students
title_short E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students
title_full E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students
title_fullStr E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students
title_full_unstemmed E-shopper typologies differences in online buying satisfaction among Universiti Putra Malaysia's students
title_sort e-shopper typologies differences in online buying satisfaction among universiti putra malaysia's students
publisher Malaysian Consumer and Family Economics Association
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/97128/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/97128/
https://macfea.com.my/vol-36-june-2021/
_version_ 1744355304777187328
score 13.211869

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