4.5 Testing Hypothesis Study with Simple Linear Regression
4.5.1 Objective 1
4.5.2 Hypothesis 1 4.5.3 Objective 2
4.5.4 Hypothesis 2 4.5.5 Objective 3
4.5.6 Hypothesis 3 4.6 Summary
57 57
59 59
61 61
64
CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction 5.2 Conclusion
5.3 Limitation of the Research 5.4 Discussion
5.4.1 Research Objective 1 5.4.2 Research Objective 2
5.4.3 Research Objective 3
5.5 Recommendation for the Future Research 65
66 67
68 69
70 71
72
REFERENCES 73
APPENDICES 77
LIST OF TABLES
TABLE NAME OF TABLES
PAGE 3.1 Reliability Statistics 35
3.2 Validity Test 38 4.1
Descriptive Statistics 43
4.2 Gender
44 4.3
Age 46
4.4 Education Level
47 4.5
Often purchased 49
4.6 Product purchased online
50 4.7
Validity Test 52
4.8 Reliability Statistics
53 4.9
Rules of thumb about Correlation Coefficient
54 4.10
Correlations 55
4.11 Regression for product quality 58
4.12 Regression for brand 60
4.13 Regression for Shopping Experience 62
LIST OF FIGURES
FIGURE NAME
PAGE
2.1 Kano model
13 2.2 Online Shopping Acceptance Model
OSAM 18
3.1 Research Model
21 3.2
Gant Chart PSM 1 39
3.3 Gant Chart PSM 2
40 4.1
Gender 45
4.2 Age
46 4.3
Education level 48
4.4 Often purchased 49
4.5 Product purchased online
51
LIST OF APPENDICES
APPENDICES NAME
PAGE
1.0 Research questionnaire
77 2.1
Gantt Chart PSM 1 80
2.2 Gantt Chart PSM 2
80
1
CHAPTER 1
INTRODUCTION
1.1 Background of study
Nowadays, the internet is not only a networking media, but also as transaction medium for consumers at a global market in the world. The internet also
has become a dominant retailer in the future. Internet usage has grown rapidly over the past several years and it has become common means for delivering and trading
information, services and goods Norazah Norbayah, S, 2013. The use of the Internet has increased exponentially over the past years and it has become a
mainstream tool in delivering and trading information, services and goods Albarq, 2006. As such, the university student still has various reservations of purchasing
through the Internet except those who use it as informative, entertainment and communication tools.
In Malaysia, Internet shopping is still new and customers are less familiar and often more sceptical towards online shopping. Furthermore, the online shopping in
Malaysia has begun to grow since the development of Internet shopping expected to be accelerated because it has a lot of incentives such as effortlessness, broader
selections, competitive pricing, greater access to information, product quality, and time to receive product Haque and Khatibi, 2007.
2
According to Malaysia B2c E-Commerce Market 2014, nearly 20 million
people are connected to the Internet in Malaysia, and another five million are expected to go online next year. A high double digit percentage of Internet users in
Malaysia shopping online are motivated by price advantages, product range and availability of reviews. Malaysian shoppers look for free shipping, convenience and
exclusive online deals offered by online stores. Moreover, online shopping is encouraged by new E-Commerce regulations adopted in 2013, aimed at protecting
consumer rights and preventing online fraud.
Malaysia internet shoppers are relatively young, highly educated, having higher social status and command a more favourable financial position. Considering
that Internet shopping, is still at the early stage of development, little is known about consumers’ attitudes towards adopting this new shopping channel and factors that
influence their attitude toward Haque, Sadeghzadeh, Khatibi 2006.
According to Jariah, Husniyah, Laily and Britt 2004, with the expansion of educational services in Malaysia, university students become one of the most
important market segments for two reasons; First, this group has money and shopping interests. Second, this is the segment of the population that has the potential
of earning a greater income than other segments of the population.
3
1.2 Problem Statement
