M.com Final Project Impacts of Social Media Advertisement on
Purchase Decision
CHAPTER 1
INTRODUCTIONThis section will provide all information regarding
the thesis background, purpose, research questions, limitations of
survey and theories. It presents the introduction of consumer
behavior, online shopping, consumer behavior towards online
shopping and online shopping of electronic goods in Pakistan.
1.1 Background of Study:
1.1.1 Consumer Behavior
Consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, and
dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the consumer and
society.
With the reference of above cite; Consumer behavior of every
individual is different from other depending on buying choices
which is influenced by buying habits and choices that are turn
tampered by psychological and social drivers that affect purchase
decision process. Were not aware of changing our minds even when we
do change our minds. And most people, after they change their
minds, reconstruct their past opinion they believe they always
thought that.As quoted above, consumer behavior about decision
making is difficult to define and is a system of short cuts and
rule of thumb which is unpredictable. The short cuts in decision
making vary from person to person and focusing on the past
experience of consumers; we can predict the future trends by
bringing profitable products and services into the market. In this
modern world, the popularity of interactive media like the World
Wide Web is increasing day by day with rapid pace. With reference
to marketing it is continuously realized that the main two factors
observed due to WWW are 1. Most of the companies are doing their
business online and make their website as showroom of their product
and services. 2. Fast increment of consumer segments due to
increase needs and demand including online shopping as well.1.1.2
E-Commerce / online shopping
Internet makes life simple and innovative. People are doing
business online and trade has become more easy and fast due to
this. Internet provides new ways to promote business. Website
becomes the essence of online business as to show their services
and products. Internet gathers all competitors and consumers in one
place. It brings new lane to promote, advertise products and
services in market.
Total global E-commerce sale in 2011 have grown to Euro 690
billion (USD 961 billion) and recorded an increase of 20 % with an
estimation of increase in the coming years and to cross the 1
trillion Euro mark in 2013. Asia pacific region is leading in terms
of growth as compared to mature markets like US, UK, Japan and
European countries. Asia Pacific recorded 130 % growth specially
China in 2011. The online retailing is becoming an integral part of
an economy and country and worldwide increasingly seeing trust and
confidence in purchasing online. E-commerce is benefiting from
several positive trends, including the continued rollout of
broadband, increasing user comfort shopping online and the decline
of certain brick-and-mortar retailers. Online consumers are always
seeking new products, new attractiveness and the most important
thing being price compatibility with their budget. The internet is
the best way to save time and money through purchasing online
within their range of budget at home or in anywhere. Online
consumers dont have limits to online shopping. They also use
internet for comparison of prices of goods and services, news,
visit social networks and search information and so on. The
recession has so much impact on online consumer behavior. Online
shopping behavior depends on variables, internet knowledge and
experience and last factor is shopping incentives. These are key
determinants to influence the behavior of online consumers. Online
seekers are the main sources of online shoppers always want to seek
information within few clicks and reach to the most relevant
information according to their requirements such as competitive
brands, best price offers, product specification and consumer
word.1.1.3 Online Shopping in Pakistan
Pakistan is considered to be worlds 2nd slowest adopter in
online shopping trends over internet. In Pakistan, online shoppers
look into computer hardware 25% and clothing 18% and rest are
saying that they are not willing to or plan to make online
purchasing in the next six months 38%. In Pakistan, social media
does not play an active part to influence online consumers. The
other important factor is that the most of the people in this
region have negative experience in online shopping (Nielson,
2010).Online shopping trend star valentine days, new years and in
birthday occasion is now in the mature s the people of Pakistan do
information and credit Therefore, in order to avoid this risk and
hesitate to send money online before physical inspection.
Consumer behavior in electronics environment is critical as
compared to physical world and crucial understanding can be
examined if the factors that affect the purchase decisions are
ignored and unambiguous. Online consumers fear the opportunity to
physically examine the product which is specifically regarded as
influential factor in purchase decision. Therefore, consumer
behavioral pattern in online shopping can be fundamentally
different from traditional environment.1.3 Current Situation:
There are more than 30 Million users of internet in Pakistan
(Tribune 2013). After the revolution in computer and mobile
industry people spend lot of time on social networking. Social
media becomes very popular among youth of Pakistan. Now a days
social media has great impacts on customer purchase decision.
Companies spend lot of money on social media advertisement to
attract the customer. Marketers provide best service qualities to
the customer. People communicate with each other at any time from
any place with the help of internet.1.4 Definition of
Keywords:Customer Attitude:
It refers to the knowledge of customer regarding the product.
Customer got the information regarding the quality of product. Many
channels are used for advertisement. There are mainly three
channels which are print, electronic and social media. The customer
awareness is very important to purchase something.Online
Shopping:
It refers to purchase online from different web sites and
payment is also made from online bank account. It is for the
continence of consumers but there are some questions about trust,
quality and security.Customer Satisfaction: It refers to that how
much the customer is satisfied with your product or services. It
creates the high sales growth for company which ultimate increases
their profits.1.5 Purpose of study:
This project investigates the role of demographic
characteristics in consumer attitude towards online
shopping.Independent Variable:
Customer Trust, Service Quality, Customer SatisfactionDependent
Variable:
Online shopping1.6 Problem Statement:
The phenomena investigated in this study, the demographic
characteristics tin consumer attitude. The main problem which this
study aims to investigate the decision of consumers towards online
shopping in context of Pakistan.
1.7 Objective:
In the era of technology online shopping grows very rapidly.
Study the role of demographic characteristics in consumer attitude
towards online shopping.
To study perception of consumers towards online shopping. To
examine the customer service, satisfaction and relationship aspects
of online durable goods shopping. To find out the preferences of
the consumer regarding the attributes of online shopping website.
To study the marketing strategies of online shopping. To know the
demographic profile of the customers and its impact if any on the
online buying.
1.8 Research Questions:In the previous section, the issues of
online shopping were demonstrated. As the whole process of online
purchase is through the Internet, in the virtual environment, there
are many uncertain factors that are difficult for online consumers
to control, such as online security, privacy protection, and
after-sales service. Some people believe that these problems could
directly influence their attitude in adopting online shopping. Many
people believe that it is too complicated to process online
shopping and that it is impossible to physically check the quality
of the merchandise. Moreover, fraud has also become a serious issue
that has beset e-consumers. Thus, the research questions of this
study are shown as follows:
i. What is the level of consumers attitude towards online
shopping?
ii. What are the factors that could influence consumers attitude
to adopting online shopping in China? 1.9 Hypothesis:Null
Hypothesis: There is no significant relationship in consumer
attitude towards online shopping between male and females.
There is no significant relationship in consumer attitude
towards online shopping between income levels.Alternative
Hypothesis: There is significant relationship in consumer attitude
towards online shopping between male and females.There is
significant relationship in consumer attitude towards online
shopping between income levels.1.10 Research Methodology:
The research is conducted in non contrived environment. The
users of Face book, Twitter and blogs were taken. In this research
well developed, structured and verified questionnaire were given to
collect the data from the students of different universities.
Likert scale is used in this questionnaire. Random sample of 106
students were chosen for this study and requested to fill close
ended questionnaire. The primary and secondary data was collected
for this research. Primary data was collected with the help of
questionnaire by distributing among the students of different
universities which are located in Lahore. The questionnaire was
distributed among two organizations which are Directorate of
Special Education and Punjab Group of Colleges.Secondary data was
collected by different means. Internet was the big source of this
data. Primary data was collected and then it exported it into
Statistical Software for Social Sciences (SPSS, version 20) for
data analysis and to know the reliability of data. Different
statistical analyses were applied to get reliable results of this
research. CHAPTER 2
LITERATURE REVIEWSeveral researchers have carried out studies in
their effort to examine the factors influencing consumers attitude
and perception to make e-commerce purchases through online
shopping. Attitudes toward online shopping are defined as a
consumers positive or negative feelings related to accomplishing
the purchasing behavior on the internet (Chiu et al., 2005;
Schlosser, 2003). Buying trends and internet adoption indications
have been seen as the overall electronic commerce value in Malaysia
rising from US$18 million in 1998 to US$87.3 million in 1999 (Mohd
Suki et al., 2006). In order to investigate consumers attitudes, we
need to know what characteristics of consumers typically online
shopping is and what their attitude in online shopping is. In
simple terms, this means that there is no point having an excellent
product online if the types of consumers who would buy it are
unlikely to be online.
On top of that, Bellman (1999) investigated various predictors
for whether an individual will purchase online. These authors
concluded that demographic variables such as income, education and
age have a modest impact on the decision of whether to buy online
whereas the most important determinant of online shopping was
previous behavior such as earlier online purchases. This is
consistent with Forrester Research which proved that demographic
factors do not have such a high influence on technology as the
consumers attitudes do (Modahl, 2000).
According the study which was done by Master Card Worldwide
Insights (2008), the product and services most frequently bought
online among Asia/Pacific online shopper are books and art (41%),
home appliances and electronic products (39%), CDs/DVDs/UCDs (38%)
and ladies clothing/accessories (38%). Opportunistic buying as a
whole does not seem to be a major factor for many online shoppers:
41% bought on impulse just a couple of times, while 34% hardly ever
bought on impulse. Similar to the types of products frequently
purchased online, items most likely to result in opportunistic
buying were ladies clothing and accessories, home appliances and
electronic products and CDs/DVDs/VCDs. In addition, consumers
previous experiences with online purchases or lack thereof can be a
significant influence of levels of risk perception by consumers and
their purchasing decisions (Dillon, 2004). Negative experiences
increase levels of risk perception with online purchasing and
hamper not only a business likelihood of retaining customers but
can make it more difficult for other online businesses to gain
initial customers (Boyer, 2005). According to Leggatt (2010), a
quarter of U.S. adults have increased the amount of time they spend
online shopping (24%) and reading product reviews (25%), found
Harris Interactive's online survey. Younger adults, aged 18-34,
have increased their time spent doing both of these activities more
than older adults, leading to speculation that this trend will
continue. Americans are spending more time researching purchases
and shopping online, according to Harris Poll findings, and many
are feeling the social consequences of life in front of a
monitor.
It has been reported that consumers have a low perception and
trust of online merchants, making them unwilling to make purchases
online. The results of a survey of 9700 online consumers showed
that three out of five respondents did not trust web merchants
(Belanger, Hiller, & Smith, 2002) Apart from that, customer
service affects purchase decisions through vendor knowledge,
responsiveness and reliability (Baker, Levy, and Grewal, 1992;
Gefen, 2002). Internet purchases of tangible goods present unique
challenges when compared with traditional brick and mortar retail
store purchases. Consumers do not have the opportunity to
physically inspect goods purchased over the internet prior to
purchasing them (Jarvenpaa and Todd, 1996-97). Instead, internet
purchasers must rely on mediated representations of the goods being
purchased, are normally dependent on third parties for delivery of
purchased goods and may question the convenience of product
returns. Customer service variables of vendor knowledge,
responsiveness (delivery time and return convenience) and
reliability are examined in this study.
Lastly, the concept of risk is important for understanding how
internet consumers make choices (Hasan and Rahim 2004). Shopping
environments on the internet may be uncertain for the majority of
online shoppers especially if they are novices. The risk may then
be defined as the subjectively-determined expectation of loss by an
online purchaser in contemplating a particular online purchase.
Amongst the identified perceived risk are financial, product
performance, social, psychological and time/ convenience loss.
Financial risk stems from paying more for a product than being
necessary or not getting enough value for the money spent (Roehl
and Fesenmaier 1992). Consumers must be satisfied with their
e-commerce shopping experience before acquiring more goods and
services online. A great deal of studies has been done to identify
the antecedents of consumer satisfaction towards online shopping
(Jun, Yang and Kim, 2004; Ballantine, 2005; Cappelli, Guglielmetti,
Mattia, Merli and Renzi, 2011). It is found that consumers
attitudes and beliefs regarding convenience and security concerns
have significant effects on their intention to purchase online
(Limayen et al., 2000). Shanker et al. (2003) had also
contended that service provided during and following the
purchase is essential to e-consumers repeat purchases. In addition,
Christian and France (2005) had identified three categories of
determinants that could affect consumer satisfaction towards online
shopping. They are technology factors, including security,
usability and site design, and privacy; shopping factors, including
convenience, trust and trustworthiness, and delivery; and product
factors, including merchandising, product value and product
customization.
Christy and Matthew (2005) illustrated security as the websites
ability in protecting consumer personal information collected from
its electronic transactions from the unauthorized use of
disclosure. Consumers concern about the security, liability and
privacy of the online website (Gefen, 2000). Basically, security
concerns in electronic commerce can be divided into concerns about
user authentication and concerns about data and transaction
security (Ratnasingham,
1998; Rowley, 1996). According to the prior research (Elliot
& Fowell, 2000; Szymanski & Hise, 2000), as perception of
security risk decreases, satisfaction with the information service
of online stores is expected to increase. In other words, strong
security attribute does increase the degree of customer
satisfaction. In the study conducted by Christian and France
(2005), they identified three categories of factors as keys to
influence e-satisfaction in which including technology, shopping,
and individual product factors. Security was identified under
technological factors. The study from Christian and France (2005)
reconfirmed the positive relationship between security and
e-satisfaction.
CHAPTER 3METHODOLOGY3.1 Research Design: There is need of
research design and some methods to collect the data for analysis.
It contains all the steps which a researcher will commence to
conduct their research. A research design is a work plan details
how this project is completed. There are two ways to conduct a
research which are
i. Contrived environment.
ii. Non-Contrived Environment.
Contrived environment refers the research is conducted in
controlled environment. It means that artificially circumstances
created to get the results. This method is used to know the cause
and effect of something. Non-contrived research means that the
research is conducted in natural circumstances. This research is
done through non-contrived environment. It is a cross sectional
study in nature. It means that data is gathered once during the
complete research. This research is designed to know the impacts of
social media advertisement on purchase decision as well as new
tools for the companies to attract the customer. The research was
conducted by using questionnaire as research tool. There are two
types of data collection
i. Qualitative method
ii. Quantitative methodQualitative data includes the data which
does not contain numbers and quantitative method contains numerical
data. This method shows the numbers. This research includes the
hybrid of both qualitative and quantitative that contains the
figures, values and findings to know the impact of social media
advertisement on purchase decision of consumer. The data which is
entered in SPSS it is quantitative which provides the quantitative
results. The questionnaires were distributed among target
population by visiting the above mentioned universities. 3.2 Study
Area: Study area identifies that area where this research is
conducted. The area from where target population is belonged. This
study investigates impact of consumer attitude towards online
shopping in Pakistan. This study is conducted on Pakistani people.
The data was collected from the persons of different private and
public sector offices which are located in Lahore.
3.3 Target Population: In this study the students of Lahore were
included the private and public sector offices which we taken are;
Punjab group of Colleges and Directorate of special education,
respondents are well aware about online shopping. They spent lot of
time on internet for fun or for other purposes. There are 20Million
of users of internet in Pakistan in which half of population
belongs to age group of 18-25years.
3.4 Sampling Technique:
The sample size is considered to be the users who use social
media who are respondents of above mentioned organizations present
in Lahore city. Random sample of respondents are chosen for the
research and requested to fill close ended questionnaires.
Convenient sampling was used for this study. The sampling technique
contains self-selection of students on random basis. 3.5 Sample
Size: There are 150 persons were taken randomly. The sample size
was enough to conduct this research. This sample size enables the
researcher to get valid statistical results after entering into
SPSS. This sample size is taken because of shortage of resources
and time barriers. This sample size is taken after the permission
of supervisor. 3.6 Research Instrument: The data is collected by
means of well developed, structured and reliable questionnaire.
This questionnaire does not include bias questions it shows the
reliability of the questionnaire. All of the questionnaires are
distributed among the students. The questionnaire contains close
ended questions. The Statistical Package for Social Sciences (SPSS)
is used for analysis and evaluation. The questionnaire was based on
likert scale which is ranging from (1=Strongly Disagree to
5=Strongly Agree). The questionnaire was developed on three
independent variables and one dependent variable. Students were
asked about the impact of social media advertisement on perception
or thinking of consumer. Questionnaire is reliable tool to collect
data. This tool is cheap and time saving for research. The
questionnaire was classified into two sections. The 1st section of
questionnaire contains the demographic which includes gender,
qualification, age and others. The 2nd section of questionnaire
contains the research questions. This questionnaire contains 30
questions. The questions were very easy to understand and free from
any biasness.
Questionnaire was distributed among small group of target
population to know the errors and understandability of questions
after that it was distributed among target population.
Questionnaire was also checked by the supervisor. 3.7 Data
Collection Techniques: This technique refers to that how the
required data is collected. There are two ways to collect data:
i. Primary data.ii. Secondary data.Primary data contains all the
data which is gathered by researcher himself there are different
techniques to collect primary data which are observations,
interviews, questionnaire etc. Secondary source refers to that
which is already available and researcher takes help from that
source to complete their research. Secondary data techniques
include books, journals, articles, magazines, annual reports and
the big source which is internet. On internet everything is
available which a person can get easily access. This research
includes primary and secondary data. Statistical Software for
Social Sciences (SPSS, version 20) was used for analysis to
evaluate the research results. The students were asked about their
use of social media which social site they mostly prefer to know
the impacts of social media advertisement on purchase decision.
Personnel information which includes demographics (gender, age etc)
is collected for only research purpose it remains confidential.
3.8 Data Analysis Techniques: Different statistical tests were
applied to get reliable results. There are many statistical
analysis tools which are chi-square, t-test, correlations, and
frequency distribution, cross tabs, ANOVA & other.
CHAPTER 4DATA ANALYSIS
Data collected from respondents was checked to know the errors
and missing values. Then it was exported into SPSS for analysis to
get reliable statistical tests. SPSS is very useful tool to analyze
the data. There are several analyses which are provided by this
software on just of one click after entering data. There are many
statistical analysis tools which are chi-square, t-test,
correlations, and frequency distribution, cross tabs, ANOVA,
Cronbachs Alpha and other. The software allowed examining the
reliability and accuracy of variables. These analysis tools provide
the researcher to test the reliability of data. 4.1
Frequencies:
Table 4.1(given in appendix), shows the total questionnaire and
missing values also. The table shows that there are total 150
respondents and there is no missing value. This table shows the
mean, median, mode and standard deviation. Mean, median and mode
tells about the measures of the central tendency. Standard
deviation is measure of dispersion. In this table mode of gender,
qualification and age is 1. It means that most of target people are
males. Mostly respondents were master qualified and the people of
that research were in the age of 24-29 years. Mean shows the
average of all values and standard deviation shows the dispersion
of values from their mean. Table 4.2(given in appendix), shows that
Frequency table firstly shows the number of respondents on the
basis of their gender, 1st row shows the male respondents and 2nd
row shows the female respondents. There are 150 respondents among
them the frequency of male are 90(60%) and the frequency of female
respondent is 60(40%). The result of this table shows that there
are large numbers of male respondents as compared to female. The
above mentioned graph shows gender on x-axis and frequency on
y-axis. This graph shows that the male side is greater than female
side.
Table 4.3(given in appendix), display the qualification of
respondents. The frequency of masters respondents is 89(59.3%), the
frequency of M Phil respondents is 32(21.3%), the frequency of PhD
students is 10(6.7%) and remaining frequency is related to other.
The graph shows qualification on x-axis and frequency on y-axis.
This bar chart shows that the side of bachelors is more than other.
Hence this results shows that social media is popular among youth.
The result of this test shows that there are more bachelors
respondents as compared to others.Table 4.4(given in appendix),
showed that the frequency of respondents who are 19-23years is
43(28.7%), the respondents who are 24-29years are 65(43.3%), and
students which are more than 34years are 42 (28%). The results show
that respondents who are students of bachelors fall in the age of
24-29 years. It means that social sites are popular among the
youth. The above mentioned graph shows age on x-axis and frequency
on y-axis.It also tells that there are 148(99.1%) respondents who
use online shopping only 2 (.9%) students who does not use online
shopping. There are large numbers of respondants who know about the
online shopping. Online shopping is very popular among youth. This
research is conducted among the job holders they are well aware
about social sites. Students prefer to use social media when they
have spare time. The frequency is more than 60 who does not
purchase from online because the study is conducted among the
students; many of them are dependent on the money of their parents.
It may be problem of service quality and may be problem of customer
satisfaction. In our country people mostly want to check the
product in front of them before buying and it is easy for customer
to understand the quality of product.
The frequency of strongly disagree respondents is 11(10.4%),
13(12.3%) are disagree, 27(25.5%) respondents are neutral,
38(35.8%) respondents are agree and the frequency of respondents
who are strongly agree is 17(16%). Mean is 3.35 which show that
mostly respondents are agreed. There are 35.8% respondents who
purchase products after getting information from social sites.
People prefer social sites to get information which helps them in
their buying decision Many respondents explore the products to know
the quality or price of product. 4.2 Cross tabulation:
It tells that above mentioned table shows that there are 100%
valid values. There is no missing value. The validity of data from
sample is 150(100%). It shows the association of gender with the
qualification. The table indicated that there are 52 male from
bachelors, 21 from Masters, 2 from MS/Mphill, and 4 related to
other (P.H.D etc). The frequency of female student is 14 from
bachelors, 7 from Masters and 6 from MS/Mphill. The mentioned graph
represents the blue color for bachelors, green for Masters, cream
color for MS/Mphill and purple for others. Male respondents have
great tendency as compared to females.
It also explains the association of gender with the buying
behavior of consumer. There is significant association in gender
and purchase decision. The table shows that there are 28 male
respondents who buy from social media. Male respondents have great
tendency towards buying from social media as compared to
female.
4.3 ANOVA:
If ANOVA is greater than .05 it means there is no significant
difference between variables. If it is less than or equal to .05
which means there is significant difference between the variables.
This Table 4.18(given in appendix), shows that ANOVA is .000 which
means it is highly significant.
Chapter 5Findings, Conclusions, Summary & Recommendations5.1
Findings:
The findings of this study show the interesting results
regarding the impacts of social media on purchase decision of
consumer. There are total 150 respondents of this study. This study
reported that the frequency is 148(99.1%) who use the online
shopping for different purposes. It shows the rapid growth in
online shopping. It is very significance for marketers to attract
the customer. Mostly persons spent their spare time to use
different social sites. There are thousands of websites which are
available on internet. Twitter, blogs, and many other sites which
provides many quality services to attract the user of social sites
to enhance their development of business. Many businesses advertise
their products or services on different social sites. The aim of
marketers to aware or attract the customer. The findings of this
study also showed the buying trend of customer through social
sites. The frequency of strongly disagree respondents is 11(10.4%),
13(12.3%) are disagree, 27(25.5%) respondents are neutral,
38(35.8%) respondents are agree and the frequency of respondents
who are strongly agree is 17(16%). There were 73 respondents who do
not engaged in online buying. There are certain different reasons
for this problem. The frequency of online buyer is 38. It means
that in Pakistan the trend of online buying is low. People do not
purchase from social sites because of certain reasons. There are
three popular ways to aware the customer which includes print,
electronic and 3rd source is social media. This study investigates
the impact of social media is greater or not on the purchase
decision of consumer as compared to other channels of
advertisement. The frequency of students who are strongly disagree
and disagree is 12(11.3%), 27(25.5%) are neutral, 37(34.9%)
students are agree and 18(17%) are strongly agree. This table shows
the popularity of social media. Mean is 3.35 which show that mostly
respondents are agreed. Mostly people agreed upon that they prefer
social media on other tools of media. Print and electronic media
also effects the purchase decision of customer but social media
grows very rapidly which enhance the role of social media.Online
shopping saves time of customer in buying process. You can access
information at any time and from any place with the help of
internet. The frequency of respondents who are strongly disagree is
7(6.6%), 12(11.3%) are disagree, 23(21.7%) respondents are neutral,
44(41.5%) are agree and 20(18.9%) are strongly agree. Mean is 3.55
which show that mostly respondents are agreed. The results showed
that people are agreed upon that with the help of online shopping
they save their time. They can get access any information by
connecting with social media. Companies have their own sites that
sites contain all the information which is important for the
customer. These websites also contains the pictures and videos of
products which attract the customer. ANOVA is also important tool.
If ANOVA is greater than .05 it means there is no significant
difference between variables. If it is less than or equal to .05
which means there is significant difference between the variables.
The table shows that ANOVA is 0.000 which means it is highly
significant.
5.2 Conclusion:
The basic aim of this research was to investigate the consumer
attitude towards online shopping. The findings of this research
showed that people are more attracted towards online shopping.
Discounted deals have greater impact on purchase decision of
customer. There is positive relationship among the dependent and
independent variables. Customer awareness leads to purchase
decision. Service quality and customer satisfaction also lead
toward buying decision of people. The research questions of this
study to know the impact of social media on customer, to know the
trend of people towards online buying, to investigate the popular
social site and to find whether social sites save the time in
buying process of customer. The findings showed that people use
social sites to get information regarding the product
This research revealed that people are also influenced by the
comments of different people regarding the product or service.
People shared their experience regarding the product quality on
social media which is very helpful for new customer. People
attracted towards that product which provide the satisfaction to
the customer.
5.3 Recommendations:
The findings of this study showed that people have good trends
towards online purchase. The tendency of online buying is low in
Pakistan due to certain reasons. The companies should focus on how
to enhance the trust of people on online buying. Companies should
enhance the reliability of information to increase the trust to
influence the buying decision of the customer. The study showed
that mostly users of online shopping are youngsters who are in
between the age of 23-26years. Marketers should pay high attention
to attract that group of people because it is harder to get
attention of youngsters. Marketers should make those commercials
which have positive effect on them. The data was tested and result
showed that it is best for development of businesses to advertise
their product or services on social media. People spent lot of
their spare time on social sites. Marketers should take serious
steps to enhance the perception of brand in the minds of customer.
Markers cannot read the minds of people on computers but they
influence the purchase decision of people if they formulated and
applied the best strategies.
Different schemes and incentives are best strategies to attract
the customer. Marketers would send free sample to that user who
likes to purchase online.. These samples are very important tool to
enhance the sales or development of the product. If customer really
likes the product then he buys it again and again. This technique
is useful for that company where small cost is associated with this
type of promotion. This promotional scheme is useful for company it
creates the value of brand in the mind of customer in the long run.
There are many other schemes and promotions which are available to
enhance the value of brand in the minds of customer. Prizes are
most powerful tool to attract the customer. It creates the
attachment of people with brands. Marketers not only want to aware
the customer but also made the attachment of people with the brand.
5.4 Discussion:
This diagram includes several steps which are involved in
customer attitude towards online shopping. First and most important
in consumer attitude is to recognize the problem. The problems may
be trust on online shopping about the quality and time delivery of
product or may be the lost of money. Online shoppers must
convinence the customers about it. Online shoppers may open booth
on different markets for the facilitation and trust of
customers.5.5 Summary:
The main aim of online shopping is saving the time of people and
to reduce the searching cost. The results of this research showed
that it provides the reliable information to the people. People
would access any information which is available on internet from
anywhere in the world. In few past years online shopping grows very
rapidly in Pakistan. People spent their spare time on internet in
search of good deals. The advertisement influences the purchase
decision of customer. The findings of this research showed that
people got information regarding the products to satisfy their
needs. People also follow the brands on web sites which is very
beneficial for the marketers to enhance the development of the
business. The findings revealed that the purchase decision of
people is influenced by shopping online. People also agree that
internet save their time. People get lot of information and other
related data which includes pictures and videos of the product only
by one click on pages of brands. The research showed that there is
positive relation between the dependent and independent variables.
Customer awareness, service quality and customer satisfaction are
independent variable. Purchase decision through online shopping is
related to dependent variable. The results of this research showed
the reliability of data, which means data is reliable which is
collected by the researcher from primary sources. Primary source
include the reliable technique which is questionnaire. Primary data
was collected by questionnaire. The basic purpose of this research
is to investigate consumer attitude towards online shopping. The
results of this study showed that there is great impact of consumer
attitude towards online shopping. Chapter 5
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APPENDIXTable 4.1:
Statistics
GenderAgeQualification
NValid150150150
Missing000
Mean1.402.091.73
Median1.002.001.00
Mode121
Std. Deviation.492.9291.048
Table 4.2:
Gender
FrequencyPercentValid PercentCumulative Percent
ValidMale9060.060.060.0
Female6040.040.0100.0
Total150100.0100.0
Table 4.3:
Age
FrequencyPercentValid PercentCumulative Percent
Valid19 - 23 Years4328.728.728.7
24 - 29 Yeras6543.343.372.0
30 - 33 Years2718.018.090.0
Above 34 Years1510.010.0100.0
Total150100.0100.0
Table 4.4:Qualification
FrequencyPercentValid PercentCumulative Percent
ValidMasters8959.359.359.3
M-Phill3221.321.380.7
Ph. D106.76.787.3
Professional1912.712.7100.0
Total150100.0100.0
T. Test:Table 4.5:
Group Statistics
GenderNMeanStd. DeviationStd. Error Mean
Consumer Attitude Towards online
shoppingMale903.7059.58418.06158
Female603.6889.53074.06852
Table 4.6:Independent Samples Test
Levene's Test for Equality of Variancest-test for Equality of
Means
FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95%
Confidence Interval of the Difference
LowerUpper
Consumer Attitude Towards online shoppingEqual variances
assumed4.019.047.181148.856.01704.09391-.16855.20262
Equal variances not
assumed.185134.590.854.01704.09212-.16516.19923
Table 4.7:Group Statistics
SectorNMeanStd. DeviationStd. Error Mean
Consumer Attitude Towards online
shoppingPublic743.7586.50104.05825
Private763.6412.61275.07029
Table 4.8:
Independent Samples Test
Levene's Test for Equality of Variancest-test for Equality of
Means
FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95%
Confidence Interval of the Difference
LowerUpper
Consumer Attitude Towards online shoppingEqual variances
assumed9.143.0031.282148.202.11733.09153-.06354.29820
Equal variances not
assumed1.285143.735.201.11733.09128-.06310.29776
Table 4.9:Descriptives
Consumer Attitude Towards online shopping
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
19 - 23 Years433.4574.61059.093113.26953.64532.604.20
24 - 29 Yeras653.8738.49513.061413.75123.99653.074.53
30 - 33 Years273.7926.55388.106593.57354.01172.934.40
Above 34 Years153.4667.39036.100793.25053.68283.204.00
Total1503.6991.56165.045863.60853.78972.604.53
Table 4.10:ANOVA
Consumer Attitude Towards online shopping
Sum of SquaresdfMean SquareFSig.
Between Groups5.54431.8486.508.000
Within Groups41.458146.284
Total47.002149
Table 4.11:Descriptives
Consumer Attitude Towards online shopping
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
Masters893.7536.55618.058953.63643.87072.604.53
M-Phill323.8646.57386.101443.65774.07152.934.47
Ph. D103.0667.14055.044442.96613.16722.933.20
Professional193.4982.44018.100993.28613.71043.004.00
Total1503.6991.56165.045863.60853.78972.604.53
Table 4.12:ANOVA
Consumer Attitude Towards online shopping
Sum of SquaresdfMean SquareFSig.
Between Groups5.90631.9696.995.000
Within Groups41.096146.281
Total47.002149
26