Identifying Potentiality Online Sales In Malaysia: A Study On Customer Relationships Online Shopping

Abstract

Understanding of consumers buying pattern through internet and motivation of consumers to online shopping and what product has potential of online sales are critical questions. The purpose of this study was to identify the potential of online sales. The study started with verifying consumer online behavior and model of potential of online sales. The results showed only two factors, gender and family income was significant relationship with overall attitudes towards online shopping. In addition, results indicated that weekly internet use, having experience in e-shopping, and willingness to shopping online in the future have significant relationship with overall attitude towards online shopping. Moreover, results   proved that there is significant difference between human senses in online decision-making process and it is explored to customers who experienced shopping a product or they were satisfied previously, which have stronger confidence to do online shopping. The estimation of Logistic model shows that potential of online sales is affected significantly by consumer overall attitudes towards online shopping, product type, familiarity and confidence.