The influence of demographic factors towards consumer online shopping behaviour / William Sulau Blaun

Online shopping had become the latest trend of shopping among the consumers. It offers convenience shopping experience because the consumers do not have to go to the physical store to get the product or services that they want. This study titled “The Influence of Demographic Factors Towards Consumer Online Shopping Behaviour” was undertaken in the Faculty of Business and Management at University Teknologi Mara, Sarawak’s Branch. A total of 132 respondents who are employees in Old Penrissen Camp, Kuching were participate in this survey. The purpose ofthis study is to identify wether the demographic factors has some influence towards the online shopping parameters among the respondents. The independent variables involves in this study are respondent’s gender, age, marital status, income, family members, and ability to use the internet. Quantitative approach was used in this study and the data that had been obtained was analye using Statistical Package for Social Science (SPSS) version 20. The outcome from this study indicate that gender of the consumers is an important element towards the online shopping parameters. Beside gender, income level and age can be taken into the consideration because both of the variables have significant towards the online shopping parameters while others independent variables like marital status, family size, and internet ability do not significantly influence the online shopping parameters. This study just cover a small area of population, therefore future research can be expanded into a larger population to get another perspective.