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You searched Library Catalogue - Author: Saksena, Gopal
Call Number (WOU) SP CEMBA 2018 24
Author Lee, Yeng Yang
Title A study on organizational determinants towards e-commerce value purchase for e-groceries: an empirical assessment on Penang consumers / Lee Yeng Yang.
Abstract In today’s era of ‘Internet of things’ and rapid development of technology, the consumer behavior start moving forward from traditional to e-retail environment. The consumer behavior of e-retail is different compare to the traditional because it was shop virtually instead of physical. Therefore, this research study aims to study on the determinants towards the purchase behavior of Penang consumers on online grocery shopping. The focus group of this study is Penang’s consumer and the dependent variable is Penang consumers’ online grocery purchasing behavior. On the other hand, the independent variables are risk containment, psychological, convenience, website design and logistical facilities. Also, there is an intervene variable which is e-commerce value. The data was collected through distribute 100 questionnaires to Penang grocery shopper through online using convenience sampling of nonprobability method, and 95 of 100 of questionnaire participant responded yielding approximately 95% of response. Then, the Statistical Package of Social Sciences software was utilized to assess the gathered data from participant responses. The outcome from this study revealed that psychological, convenience and logistical facilities were the significant variables, whereas risk containment and website design factors were found out to be the insignificant variables. The result of this study also suggests the intervene factor (e-commerce value) does not influence the relationship between online grocery infrastructure and online grocery purchase behaviour. Therefore, the purchase intention towards online grocery purchasing behavior depends on online grocery infrastructure. Based on the established predictive model, psychological factor has the strongest positive impact on online grocery purchasing behavior followed by convenient and logistical facilities. The limitations encountered in this study are the sampling method, sample size and sampling area. It was proposed that future research need to gathered more sample with stratified random sampling on urban and rural area to generate more accurate data. Hence, the findings will provide which determinants are significant to Penang’s consumer purchase behavior on online grocery. However, the proposed solution requires longer time to execute due to divide sampling population and data collection on larger sampling size. This research study suggests marketers and e-retailers to focus on psychological, convenience and logistical facilities factor rather than risk containment and website design factors if they want to stay competitive. Hence, these findings provide useful reference for marketers or retailers have better understanding on the purchasing behavior of Penang consumers. At the same time, marketers and online retailers probably can develop their strategies based on the findings to fulfil customers’ need and increase number of customer retention.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2018.
Physical Description 1 online resource (pages) : illustrations, text file, PDF.
Subject Grocery trade -- Malaysia.
Subject Electronic commerce.

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