The document summarizes a case study on online shopping in Malaysia. It discusses the significance of understanding consumer attitudes and behaviors towards online shopping. It describes the methodology used, which was a questionnaire, and outlines the findings regarding consumer demographics, internet usage, attitudes towards online shopping, vendor characteristics, and website quality. Statistical analysis was conducted to analyze the data and test hypotheses.

1. Case Study For Online Shopping
Online Marketing

2. Introduction
 Electronic commerce has become one of the important characteristics in the internet era.
According to ULCA Centre for Communication Policy (2001), online shopping has become the
third most popular internet activity, following e-mail using and web browsing. It is even more
popular than seeking out information and news which are the most two commonly activities
that people do when online. Another research report by Thailand Development Research
Institute has revealed that e-commerce in the United Stated captures 70 % of the world
market value, followed by Europe with 14 %, Canada 8 % while Asia Pacific region captures
only 5 % of the market value (E-revolution, 2000). It is a potentially growing business and it is
believed that the traditional boundaries will soon be replaced with this new technology in
pursuing goods and services.

3. Significance and Purpose
of the Study
In 21st century, Malaysia needs to react faster in order to be an active participant in the
emerging electronic world. However, little information is known about Malaysian internet
users’ attitudes and factors with respect to online shopping behaviour. Therefore, it is
important to understanding the attitudes of our consumers towards internet shopping and
what are the factors that influence them to make an online shopping decision. From the
consumers’ perspective, this research can bring benefit to them by letting them know what is
online shopping, that there are many advantages of online shopping such as convenience,
have a broader selection, more cheaper price, and can access to the product information
before buying. This research hopefully could make the consumers aware that the e-commerce
is become an important trends in this modern information technology society, so that they
know there are others shopping choices instead of in-store shopping.

4. Attitude Towards Online Shopping
Consumer’s attitude has a big influence on making the
decision to buy from the internet. In Malaysia, the majority of
buyers like to do brick-and mortar shopping. To visit a
shopping mall has become a kind of Malaysian “weekend
activity”; it is a method for some Malaysians to release
pressure or spend time with family and friends. They may not
necessarily go there to buy anything; it could be for various
services that are available in shopping complexes like salons,
movies, and bowling alleys. Consistent with the literature and

5. Methodology
The questionnaire was conducted during the university semester break in December 2008. A pre-test of
the questions was conducted before collected the real data for this study. The purpose of the test was to
identify any items that may be difficult to comprehend and revised them prior to conducting this survey.
Pre-test of the questions was also useful to check for the reliability of the questions and estimated time
required to complete the survey questions. The pre-test was conducted among 10 respondents that had
been chosen from the real sample.

6. Instrumentation
 Each respondent is needed to complete a set of self-administrated
questionnaire that consisted of four parts. In part A, respondents
are asked about their age, gender, race, religion, marital status,
educational attainment, internet usage and online shopping
experiences. In part B, the respondents needed to complete
fourteen questions regarding their attitudes towards online
shopping. The questions were conducted using five point Liker
scale from “1”= “strongly disagree” to “5”= “strongly agree”. In
part C, respondents needed to complete sixteen questions
regarding vendor characteristics that influenced them to do
shopping online.

7. Data analysis
 The Statistical Package for the Social Sciences (SPSS for Windows
version 13) was used to analyse the data. The main statistical
analysis was descriptive statistics, i.e., frequency, percentage,
mean and standard deviation were calculated to describe
respondents’ background. Item’s mean value and standard
deviation were computed for the hours a day use the internet, how
long had been on the internet, level of online shopping experience,
how long have been shopping online and types of goods that the
respondents have tended to buy via online.

8. Findings And Discussions
 This chapter discusses the research findings of the study in terms
of the respondent’s socio-demographic background, patterns of
using internet and buying online, attitude towards online
shopping, vendor characteristics and website quality. Pearson
correlation analysis was used to test the first hypothesis which is
the relationship between age and attitude towards online
shopping behaviour, third hypothesis which is the relationship
between vendors’ characteristics and attitude towards online
shopping behaviour, fourth hypothesis which is the relationship
between website quality and attitude towards online shopping
behaviour.

9. Website Quality
 The most respondents disagreed with the statement “I enjoy
taking chances in trying new and different website” (40%). 38%
respondents showed neutral for statement “I enjoy taking chances
in trying new and different website. However, most respondents”
(92%) agreed with the statements “when shopping online, I often
go and buy on a website I experienced and familiar with and when
shopping online, I often purchase at the website which assure me
of safety and easy to navigation and order”. The higher scores
indicated the higher website qualities towards online shopping
behaviour

10. Summary And Conclusion
 All the information in this research had been collected
using self-administrated questionnaires in 5 point Liker
scale ranging from “1”= “strongly disagree” to “5”=
“strongly disagree”. The questionnaires consisted of
information of respondents’ socio-demographic
background, patterns of using internet and buying
online, attitude towards online shopping, vendors’
characteristics and website quality. The respondents’
socio-demographic consisted of age, education
background, race, religion and marital status.