Factors affecting online shopping behaviour among government servants / Nurul Nadiah Mohamad

The objective of to examine factors determining online shopping behaviour among government servants whereby five variables or factors was selected such as social influence, perceived risk, e-service quality, price and trust. The aim is to investigate the influential factors in the decision-making process or purchase intention towards online shopping behaviour among government servants in Pejabat Kesihatan Daerah Kemaman. Samples for this study consisted of Pejabat Daerah Kesihatan Kemaman’s staff and there were 255 sets of questionnaire forms were distributed Data for this study were analysed using SPSS. This study found that significant factors are social influence, e-service quality, price and trust towards online shopping behaviour. Meanwhile, perceived risk was not significant in the findings. Perceived risk factors is indicating that the major respondents group feels uncomfortable or unsafe while using the online shopping activity especially in online payment transaction on the web vendor. Despite of high potential of online shopping in Malaysia, there is still lack of information by vendor or retailer on how to improve their services. Research also need to gathered data from consumer’s review towards online shopping activity. Therefore, the objective of this study is to investigate the factors affecting online shopping behaviour. This study was done regarding only general conditions and the findings may not necessarily be applicable to a particular e-business. Therefore, in the future it would be highly encouraged to examine consumer’s behaviour towards specialized online shopping websites to look for differences by kinds of products or services. This paper may be valuable for online retailers, as it will help them to attract consumers and enable better form their e-marketing strategies allowing to understand the consumer’s changing needs and lifestyles as well as to attract with the regard to their online shopping experience.