factors affecting online shopping of purchasing apparels among young adults chong hui teing ...

121 Pages·2014·1.31 MB·English

FACTORS AFFECTING ONLINE SHOPPING OF
PURCHASING APPARELS AMONG YOUNG
ADULTS

CHONG HUI TEING

MASTER OF BUSINESS ADMINISTRATION

UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ACCOUNTANCY AND MANAGEMENT

AUGUST 2014
Factors Affecting Online Shopping of Purchasing Apparels
among Young Adults

Chong Hui Teing

A research project submitted in partial fulfillment of the
requirement for the degree of

Master of Business Administration

Universiti Tunku Abdul Rahman

Faculty of Accountancy and Management

August 2014
Factors Affecting Online Shopping of Purchasing Apparels
among Young Adults

By

Chong Hui Teing

This research project is supervised by:

Ms Malathi Nair a/p G. Narayana Nair
Senior Lecturer
Department of International Business
Faculty of Accountancy and Management
__________________________________________________________________________________

Copyright @ 2014

ALL RIGHTS RESERVED. No part of this paper may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, graphic, electronic,
mechanical, photocopying, recording, scanning, or otherwise, without the prior
consent of the authors.

______________________________________________________________________________
iii
__________________________________________________________________________________

DECLARATION

I hereby declare that:

(1) This MKMA25106 Research Project is the end result of my own work and
that due acknowledgement has been given in the references to all sources of
information be they printed, electronic, or personal.

(2) No portion of this research project has been submitted in support of any
application for any other degree or qualification of this or any other university,
or other institutes of learning.

(3) The word count of this research report is 16,776.

Name of Student: Chong Hui Teing____

Student ID: 09UKM07177_____

Signature: _________________

Date: _________________

______________________________________________________________________________
iv
__________________________________________________________________________________

ACKNOWLEDGEMENT

I would like to take this opportunity to acknowledge the contribution of the people
who have been supporting, guiding and assisting me to complete this research project.
First of all, I would like to express my gratitude to my supervisor Ms. Malathi Nair
for continuous support with her patience and encouragement throughout my research
project. She is an excellent mentor who dedicates her time and knowledge to lead me
until the completion of this research project.

Besides that, I also wish to thank all the respondents who had participated in my
questionnaire survey and contribute their opinion to my research successful. Last but
not least, heartfelt appreciation to my friends and my family for their understanding,
encouragement and endless support during the time of my research in progress to
complete.

______________________________________________________________________________
v
__________________________________________________________________________________

TABLE OF CONTENTS
Pages
Copyright Page ………………………………………………………………... iii
Declaration ……………………………………………………………………. iv
Acknowledgement …………………………………………………………….. v
Tables of Contents …………………………………………………………...... vi
List of Tables ………………………………………………………………...... xi
List of Figures …………………………………………………………………. xiii
Abstract ………………………………………………………………………... xiv
CHAPTER 1 INTRODUCTION
1.0 Introduction ……………………………………………………. 1
1.1 Background of Study ………………………………………….. 1
1.1.1 Overview of Online Apparel Retailing in Malaysia …... 3
1.2 Problem Statement …………………………………………….. 6
1.3 Research Objectives …………………………………………… 9
1.4 Research Questions ……………………………………………. 10
1.5 Hypotheses Development ……………………………………... 10
1.5.1 Privacy/ Security and E-Shopping Satisfaction ……….. 10
1.5.2 Website Design and E-Shopping Satisfaction …………. 11
1.5.3 Customer Service and E-Shopping Satisfaction ……….. 11
1.5.4 Atmospheric/ Experiential and E-Shopping Satisfaction . 11
1.5.5 E-Shopping Satisfaction and E-Shopping Intention …… 12
1.5.6 E-Shopping Quality Dimensions and E-Shopping
Intention ………………………………………………... 12
1.6 Significance of Study ………………………………………….. 13
1.7 Conclusion ……………………………………………………... 14
CHAPTER 2 LITERATURE REVIEW
2.0 Introduction ……………………………………………………. 15
______________________________________________________________________________
vi
__________________________________________________________________________________
2.1 Dimensions of E-Shopping Quality …………………………… 15
2.1.1 Privacy/ Security …......................................................... 20
2.1.2 Website Design ………………………………………... 22
2.1.3 Customer Service ……………………………………… 23
2.1.4 Atmospheric/ Experiential …..………………………… 24
2.1.5 E-Shopping Satisfaction ………………………………. 25
2.1.6 E-Shopping Intention ………………………………….. 26
2.2 E-Shopping Quality-Satisfaction-Behavioral Intention
Link ……………………………………………………………. 27
2.3 Theoretical Framework ………………………………………... 29
2.4 Conceptual Framework ………………………………………... 30
2.5 Hypotheses Development ……………………………………... 31
2.5.1 Privacy/ Security and E-Shopping Satisfaction ……….. 31
2.5.2 Website Design and E-Shopping Satisfaction …………. 32
2.5.3 Customer Service and E-Shopping Satisfaction ……….. 32
2.5.4 Atmospheric/ Experiential and E-Shopping Satisfaction ... 33
2.5.5 E-Shopping Satisfaction and E-Shopping Intention …… 33
2.5.6 E-Shopping Quality Dimensions and E-Shopping
Intention ………………………………………………... 34
2.6 Conclusion ……………………………………………………... 35
CHAPTER 3 RESEARCH METHODOLOGY
3.0 Introduction ……………………………………………………. 36
3.1 Research Design ……………………………………………….. 36
3.2 Data Collection ………………………………………………… 37
3.2.1 Primary Data …………………………………………… 37
3.3 Sampling Design ……………………………………………….. 38
3.3.1 Target Population ………………………………………. 38
3.3.2 Sampling Frame and Location …………………………. 38
3.3.3 Sampling Elements ……………………………………. 39
3.3.4 Sample Size …………………………………………… 39
3.3.5 Sampling Technique …………………………………... 40
______________________________________________________________________________
vii
__________________________________________________________________________________
3.4 Research Instrument …………………………………………… 41
3.4.1 Questionnaire Design …………………………………. 41
3.4.2 Measurement Scales …………………………………... 43
3.4.2.1 Nominal Scale …………………………………. 43
3.4.2.2 Interval Scale ………………………………….. 43
3.4.2.3 Likert-Style Rating Scale ……………………… 43
3.5 Data Processing ……………………………………................... 44
3.5.1 Descriptive Analysis …………………………………... 44
3.5.2 Pilot Test and Reliability Analysis ……………………. 44
3.5.3 Pearson Correlation Analysis ………………………….. 46
3.5.4 Multiple Regression Analysis …………………………. 47
3.5.5 Linear Regression Analysis ……………………………. 48
3.6 Conclusion ……………………………………………………... 48
CHAPTER 4 DATA ANALYSIS
4.0 Introduction ……………………………………………………. 49
4.1 Descriptive Analysis …………………………………………… 49
4.1.1 Frequency of Target Respondents Based on Gender
Group ………………………………………………….. 50
4.1.2 Frequency of Target Respondents Based on Age
Group ………………………………………………….. 51
4.1.3 Frequency of Target Respondents Based on Gender
Group ………………………………………………….. 52
4.1.4 Frequency of Target Respondents Based on Monthly
Income ………………………………………………… 53
4.1.5 Frequency of Target Respondents Based on Highest
Education Attained …………………………………….. 54
4.2 Reliability Test …………………………………………………. 56
4.3 Pearson Correlation Analysis ………………………………….. 57
4.4 Multiple Regression Analysis (Independent Variables toward
E-Shopping Satisfaction) ……………………………………… 58
4.5 Multiple Regression Analysis (Independent Variables toward
______________________________________________________________________________
viii
__________________________________________________________________________________
E-Shopping Intention) ………………………………………… 61
4.6 Simple Linear Regression (Mediator toward E-Shopping
Intention) ……………………………………………………… 63
4.7 Hypothesis Testing ……………………………………………. 65
4.8 Conclusion …………………………………………………….. 66
CHAPTER 5 DISCUSSION AND CONCLUSION
5.0 Introduction ………………………………………………….... 67
5.1 Summary of Statistical Analysis …………………………......... 67
5.1.1 Descriptive Analysis …………………………………... 67
5.1.2 Scale Measurement ……………………………………. 68
5.1.3 Pearson Correlation Analysis …………………………. 68
5.1.4 Multiple Regression Analysis (Independent Variables
toward E-Shopping Satisfaction) ……………………… 69
5.1.5 Multiple Regression Analysis (Independent Variables
toward E-Shopping Intention) ………………………… 70
5.1.6 Linear Regression Analysis …………………………… 71
5.2 Discussions of Major Findings ………………………………... 71
5.2.1 Privacy/ Security and E-Shopping Satisfaction ……….. 73
5.2.2 Website Design and E-Shopping Satisfaction …………. 74
5.2.3 Customer Service and E-Shopping Satisfaction ……….. 75
5.2.4 Atmospheric/ Experiential and E-Shopping Satisfaction .. 76
5.2.5 E-Shopping Satisfaction and E-Shopping Intention …… 77
5.2.6 E-Shopping Quality Dimensions and E-Shopping
Intention ………………………………………………... 78
5.3 Implications of the Study ………………………………………. 79
5.3.1 Implications for Online Apparel Marketers ……………. 79
5.4 Limitation of Study …………………………………………….. 80
5.5 Future Studies ………………………………………………….. 81
5.6 Conclusion ……………………………………………………... 82

______________________________________________________________________________
ix