Saudi Journal of Business and Management Studies (SJBMS)
Volume-4 | Issue-01 | 128-134
Original Research Article
Factors Influencing on Consumer Attitude towards Online Shopping: An Assessment of Research
S. K. Gamage, Lakmini V. K. Jayatilake
Published : Jan. 30, 2019
Abstract
With the development of internet, people became rapidly familiar with the e-commerce concepts and tended to shop online rather than personally visit stores. Online shopping refers to electronic commerce which allows consumers to directly buy goods or services from a seller over the internet using a web browser. Even though internet usage in Sri Lanka is very high, online shopping is not much accepted in Sri Lanka yet. Therefore, the purpose of this study is to investigate the relationship between the factors which may influence online shopping and consumers’ attitude on online shopping. The quantitative survey method was conducted by distributing the questionnaires to western province people of Sri Lanka as the population. 500 people were selected to distribute the questionnaire from the districts of Gampaha, Colombo, and Kalutara to collect the data. 350 questionnaires were collected. Close-ended questions with 5 point Likert Scale was used throughout the study. The data was interpreted using analytical tool SPSS. The Multiple Regression Model was used as the key analysis tool. The study found that the consumer life style and vendor/service product characteristics significantly affecting to consumer attitude on online shopping and those two predictors showed negative relationship towards the consumer attitude on online shopping. The other two predictors (previous online shopping experience and website quality) showed positive but insignificant relationship towards consumer attitude on online shopping in western province of Sri Lanka. Hence, policy makers should pay attention to those factors and should try to minimize the negative attitude regarding online shopping in Sri Lanka. In this study, the impact to the attitude regarding online shopping by using four independent factors was found out. Therefore, future researcher can increase the research scope by adding factors such as online shopping intention and consumer online shopping behavior additionally to the four dimensions.