Factors that influenced consumer acceptance towards online shopping behaviour among employees in Majlis Perbandaran Hang Tuah Jaya Melaka / Marliany Abdullah

This study is intends to investigate the factors influencing consumer acceptance towards online shopping behaviour among employees in Majlis Perbandaran Hang Tuah Jaya Melaka. Five objectives have been determined in this study. First, to identify whether there is a significant relationship between perceived usefulness and consumer acceptance towards online shopping behaviour. Second, to identify the whether there is a significant relationship between website design quality and consumer acceptance towards online shopping behaviour. Third, to identify whether there is a significant relationship between time saving and consumer acceptance towards online shopping behaviour. Next, to identify whether there is a significant relationship between perceived risk and consumer acceptance towards online shopping behaviour. Lastly, to identify the factor that gives most influence on consumer acceptance towards online shopping behavior.

The population of the study consists of 317 employees of Majlis Perbandaran Hang Tuah Jaya Melaka and the data were collected by distributing 200 questionnaires but only 198 questionnaires respondents returned the questionnaires. Therefore, only 198 questionnaires were used in this study. To analyse the data, descriptive, correlation and regression analyses were used. From the correlation analysis conducted, the results revealed that there are significant positive relationships between all independent variables (perceived usefulness, website deisgnquality,time saving and perceived risk) and dependent variable (consumer acceptance towards online shopping behaviour). Meanwhile, from regression analysis conducted, it was found that time saving gave more influence to consumer acceptance towards online shopping behaviour. Last but not least, from the Model Summary derived from the analysis, it showed that all independent variable have major influence on consumer acceptance towards online shopping behaviour by 86% and another 14% was influenced by other factors.