A study on factors influencing consumer attitude towards online shopping among government servants in Papar, Sabah / Josephine Catherine Jomiu

In the era of globalization the widely use of modern technology is a great revolution. Over the last decade maximum business organizations are running with technological change. Online shopping or marketing is the use of technology (i.e., computer) for better marketing performance. And retailers are devising strategies to meet the demand of online shoppers; they are busy in studying consumer behaviour in the field of online shopping, to see the consumer attitudes towards online shopping. Therefore we have also decided to study consumer's attitudes towards online shopping and specifically studying the factors influencing consumers to shop online. This research will cover Papar district, particularly departments under State Government, Federal and Local Government and Housing only. The sample size selected for this research is 120 and we have used convenience sampling technique. Our findings indicated that among the four factors selected for this research the most attractive and influencing factor for online shoppers is product quality, following convenience the second most influencing, thirdly the time saving and finally the price. Results have also showed that security is of important concern among online shoppers in this research. The research has also found that there are some other factors which influence online shoppers including, less price, discount, feedback from previous customers and quality of product. For the second research question i.e. who are online shoppers in term of demography: the correlation results for the age and attitudes towards online shopping has showed that elderly people are not so keen to shop online. In this study it concluded that consumers regards Online Service Quality in term of on time delivery websites accuracy and product guarantees provided during online shopping as very important factor and had great influenced on consumers' attitude towards online shopping. Consumers are very particular on punctuality or on time delivery, after they made their payment they expected the product purchased online to be delivered to them as soon as possible according to online procedure.