Research Paper Final
Content
2010
Online or Traditional Shopping Method?
Which one do UNA students prefer?
The purpose of this study is to analyze the traditional shopping method and the online shopping method to conclude which one UNA students prefer. We will also analyze the different factors influencing both methods.
Name: Christopher Benett ProgressID: 1053442 Major: Internet-Based Information Systems Course: Research Writing and Presentation Lecturer: Monique M.B. Emelina-Pieter MBA Date: 30 April, 2010
Online or Traditional Shopping Method?
Table of Contents
Introduction............................................................................................................................................. 4 Importance of Study............................................................................................................................. 4 Purpose of Study .................................................................................................................................. 4 University of the Netherlands Antilles................................................................................................... 5 The Faculty of Law (JF) ..................................................................................................................... 5 The Faculty of Engineering (TF) ........................................................................................................ 5 The Faculty of Social Sciences and Economics (SEF) .......................................................................... 6 The Faculty of Arts (Arts) .................................................................................................................. 6 The Faculty of Social and Behavioral Sciences (BSW) ........................................................................ 6 Delimitations ....................................................................................................................................... 7 Setup of Report .................................................................................................................................... 7 Literature Review..................................................................................................................................... 8 Shopping.............................................................................................................................................. 8 Advantages.......................................................................................................................................... 8 Disadvantages ..................................................................................................................................... 9 Problem Statements and Sub Problems .................................................................................................... 9 Hypotheses ........................................................................................................................................ 10 Methodology ......................................................................................................................................... 11 Participants ....................................................................................................................................... 11 Instruments ....................................................................................................................................... 11 Procedure .......................................................................................................................................... 12 Shopping Method Preference ................................................................................................................. 12 Characteristics of the respondents ..................................................................................................... 12 Inferential Statistics ........................................................................................................................... 13 Conclusion ............................................................................................................................................. 16 Reference .............................................................................................................................................. 17 Appendix ............................................................................................................................................... 19 Appendix I .......................................................................................................................................... 19 Appendix II ......................................................................................................................................... 20
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Online or Traditional Shopping Method? Appendix III ........................................................................................................................................ 23
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Online or Traditional Shopping Method?
Introduction
Shopping is something we do on daily basis. In general there are two ways of shopping, online shopping and the traditional shopping. Modahl study shows that the internet is transforming the economy (Modahl, 1999). E-Commerce is experiencing a rapid growth since the early years (Alam, Bakar, Ismail, & Ahsan, 2008). According to the authors of Young Consumers Online Shopping, AC Nielsen said that there are a lot of people using the internet to shop, more than 627 million of people have shopped online (Alam, Bakar, Ismail, & Ahsan, 2008). The factors that drive consumers to shop on the internet are still unknown to us (Benedict, de Ruyter, Toñita, & Toñita, 2004). In this study we will analyze why people: y Shop online o Sitting at your computer without leaving your home and browse through various online stores to buy what you need (Nutt, 2009). Shop the traditional way o Take a ride in your car to your favorite shopping mall and buy what you want or need (Nutt, 2009).
y
Importance of Study
This study is important because we will analyze which factors are influencing the factors that drive consumers to shop online or keep shopping the normal way. The results can be used by managers that operate in the traditional shopping method environment. It can help them to avoid future financial losses and customer erosion. It can also be used for researches to understand the factors leading to leave the traditional shopping method (Rajamma, Paswan, & Hossain, 2009).
Purpose of Study
The purpose of this study is to collect and analyze information about the UNA students shopping behavior and the factors driving them to such behavior. After we get the results, we can conclude which shopping method the students prefer; Traditional shopping method or the online shopping method.
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Online or Traditional Shopping Method?
University of the Netherlands Antilles
In this section you will find background information about the organization that the study will be taking place at. The organization that the research will be taking place is the University of The Netherlands Antilles (UNA). UNA was founded on January 12, 1979. Currently UNA has five faculties: y y y y y The Faculty of Law (JF) The Faculty of Engineering (TF) The Faculty of Social Sciences and Economics (SEF) The Faculty of Arts (Arts) The Faculty of Social Behavioral Sciences (BSW)
The Faculty of Law (JF)
The Antillean Law is lectured at the Faculty of Law. When a Law student graduates from the Faculty of Law, they will be an all-around jurist. This means that the aspiring jurist can work in many areas. Graduating with a Bachelor of Law and/or Master of Law will enable the jurist to answer the most diverse legal questions with which he is confronted based on his acquired knowledge about our legal system. This course enables the jurist to spread his wings in all sectors of society (University of The Netherlands Antilles, 2010).
The Faculty of Engineering (TF)
The courses given at the Faculty of Engineering are comparable to those of the so-called technical or vocational colleges (technical universities) in the Netherlands. The dean of the Faculty of Engineering is responsible for the general management of the faculty and he is assisted in this by the acting dean (University of The Netherlands Antilles, 2010). The Faculty of Engineering has three main degree programs: y y y Architecture and civil Engineering Information Technology and Electrical Systems Industrial Technology
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Online or Traditional Shopping Method?
The Faculty of Social Sciences and Economics (SEF)
This faculty offers the following programs: y y y y y y y y y Bachelor of Science program Accounting Bachelor of Science in Business Administration Bachelor of Applied Science in International Business Management Bachelor of applied Science in Financial Management Bachelor of Applied science in Marketing Management Bachelor of Applied Science in Business Communication Bachelor of Applied Science in Information Management Bachelor of Applied Science in Fiscal Law & Economics Master of Science Accounting (University of The Netherlands Antilles, 2010)
The Faculty of Arts (Arts)
The faculty of Arts was established in 2001. They started with the Bachelor of Education program for Papiamentu and later on with the languages Dutch, English and Spanish. The Faculty of Arts is one of the youngest faculties of the University. In the past years approximately 30 students have acquired there Bachelor degree in Education (University of The Netherlands Antilles, 2010).
The Faculty of Social and Behavioral Sciences (BSW)
The faculty of Social and Behavioral Sciences is the newest faculty of the University of Netherlands Antilles. The faculty has one main program: Bachelor Social Work with three graduation profiles. 1. Community and Social Judicial Work 2. Assistance in Pedagogic 3. HRM, Personnel and Labor (University of The Netherlands Antilles, 2010)
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Online or Traditional Shopping Method?
Delimitations
This study has also encountered a couple of delimitations. The first one was that I did not take into consideration that the study was held on an island and that product availability was a great factor. One of the survey questions was Why do you shop online? The question was open ended, so the respondents could have answered anything they wanted. Looking at the frequency table below, we can see that 33.3% answered Product Availability .
Why do you shop online?
Answers Better Price Easy Access Product Availability Product Variety Saves Time Total
Table 1: Why do respondents shop online?
Frequency 2 2 10 1 4 30
Valid Percentage (%) 6.7% 6.7% 33.3% 3.3% 13.3% 100%
The second delimitation was the time frame of the data collection. This study was conducted in April. This is the moth that most students will stay home because most of the courses are ending. So if you need to approach students at school, you will not find the desired number of students. The students that you do find will be busy studying or finishing up papers, so they do not have a lot of time spare to fill out your survey.
Setup of Report
The report will be consisting of 8 chapters namely: y Introduction o In this section the study will be introduced to find out about the importance and purpose of the study, the university that the study is being held at and delimitations. Literature Review o In this section we will be reviewing the literature to check what they say about the topic (Online Shopping vs. Traditional Shopping). Problem Statement & Sub Problems o In this section the Problem Statement and Sub Problems will be stated along with the hypotheses. Methodology o In this section of the report you will find information about the participants, the instruments used in this study and the procedure used to approach the respondents.
y
y
y
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Online or Traditional Shopping Method? Results o In this section the hypotheses will be tested to answer every sub problem. Conclusion and Recommendations o In this section I will state the conclusion/findings of the study and recommendations for future studies on this topic. Reference o In this section you will find the reference list of literature used in this study. Appendix o In this section you will find the survey questions and the data file information.
y y
y y
Literature Review
This chapter will provide an in-depth review of the literature. The explanation of online shopping and traditional shopping will be stated in this chapter. The advantage and disadvantages of both methods are also explained in this section.
Shopping
The traditional shopping method is when you step in your car and go personally to the shopping malls. (Nutt, 2009).Online shopping is sitting at your computer without leaving your home and browse through various online stores to buy what you need (Nutt, 2009) .Customer s will not interact personally with a sales person but all the information will be provided through technology such as websites (Zeithaml, 2000).Previous studies compared online shoppers and traditional shoppers. Online shoppers are younger and spend more time on the internet. They are not worried about the security online (Swinyard & Smith, 2003). Donthu and Garcia found out that shoppers that bought online, seeks convenience, innovation, variety and are more risk oriented than traditional shoppers (Donthu & Garcia, 1999).
Advantages
One advantage that online shopping has over the traditional shopping is that product information is available every time you want to (Kim, Kim, & Lennon, 2006). But the amount of product information you can find online can be so large that it can present a challenge to consumers. Online shopping also allows users to buy stuff 24 hours a day from any place (Huang, Chung, & Chen, 2003). Looking from a vantage point of the company owner you can say that they will save big on human resources because there is no need for vendors in the store. The users will be helping themselves by browsing for the product needed. They will also be freed from the pressure because they do not have to buy from the vendor and can make a wiser purchase decision (Limayem, Khalifa, & Frini, 2000). Online shoppers have different products available online, they can browse through products from all around the world without boundaries. They are also able to compare product price and features and chose the one that fully satisfy them (Lee, 2005).
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Online or Traditional Shopping Method?
Disadvantages
Many people went shopping the traditional way to make social connection and enjoyment. By shopping online, that enjoyment is lost because you re shopping alone with no interaction (Lee, 2005). Another disadvantage is the privacy issue. Almost 95% of web users do not provide their personal information when asked (Hoffman, Novak, & Peralta, 1999) Schaupp and Belanger also found that privacy is one of the top concerns of online shoppers (Schaupp & Belanger, 2005).Another disadvantage of online shopping is the information provided. You do not know what the credibility of the information is. We can explain credibility as believing if the sources of information provided is correct (Fogg & Tseng, 1999). Some research shows that consumers do not believe the information that is posted online (McKnight & Macmar, 2006). The lack of credibility is one of the biggest factors that prevent consumers to switch from the traditional method to online method (Egger, 2000). When a consumer feels the source, quality or integrity of the information is doubtful, it is almost impossible to regain that users trust (Fogg & Tseng, 1999). Some study s results show that online shopping s credibility can be affected by y Website Usability Problems y Consumerism y Security Those are factors affecting online shopping (Walther, Wang, & Loh, 2004)
Problem Statements and Sub Problems
The problem statement for this study is: Which shopping method (Online or Traditional) do UNA students prefer? This problem statement will be supported by 6 sub problems. Sub problem 1: What is the traditional shopping method? Sub problem 2: What is online shopping? Sub problem 3: What are the advantages of online shopping? Sub problem 4: What are the factors influencing online shopping? Sub problem 5: What are the factors influencing traditional shopping? Sub problem 6: Is traditional shopping safer than online shopping?
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Online or Traditional Shopping Method?
Hypotheses
To answer the sub-problems and finally the problem statement, we will need to create hypotheses and test them out. The following hypotheses were created:
Ho: There is a relationship between the factor transaction security and online shopping Ha: There is no relationship between the factor transaction security and online shopping Ho: There is a relationship between the factor product price and online shopping Ha: There is no relationship between the factor product price and online shopping Ho: There is a relationship between the factor product availability and online shopping Ha: There is no relationship between the factor product availability and online shopping Ho: There is a relationship between the factor 24 hours shopping and online shopping Ha: There is no relationship between the factor 24 hours shopping and online shopping Ho: There is a relationship between the factor time saving and online shopping Ha: There is no relationship between the factor time saving and online shopping Ho: There is a relationship between the factor product comparison and online shopping Ha: There is no relationship between the factor product comparison and online shopping
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Online or Traditional Shopping Method?
Methodology
In this chapter of the report we will be explaining about the participants, the instruments and the procedure used.
Participants
The study was conducted among 20 female and 10 male participants of the University of the Netherlands Antilles (N=30). The age of the participants ranged from19 to 28 years old with a mean of 22.67 (SD= 2.368). The university consists of five faculties of which all of them will be represented in this study. The amount of students per faculty was divided proportionally according to the total number of students of the last academic year (2008/2009). Calculations are displayed in the table below.
Total Students per Faculty Academic year 2008/2009
Faculties SEF TF JF BSW Arts Total Number of students(N) 1097 374 245 96 379 2191 Percentage (%) 50.07% 17.07% 11.18% 4.38% 17.30% 100% Number of students (n) 15.021 5.121 3.354 1.314 5.19 30 Number of students (Round Up) 15 5 3 2* 5 30
Table 2: Faculties Proportions (*randomly chosen to round up)
Instruments
Information was gathered by studying the literature from online databases such as Emerald and Ebsco. A self-administered questionnaire was also created to collect meaningful data. The questionnaire consists of 3 sections, namely: y y y Internet Access Shopping Demographics
A convenience sampling method was used to get respondents for the questionnaire. Convenience sampling is when you select elements without knowing the probability of them being selected (Anderson, Sweeney, & Williams, 2008). The first section of the questionnaire consists of 2 multiple choice questions of which the respondent will just have to choose the right answer form the options provided. The second section which ask the main questions for the study is a combination of Multiple choice questions, Nominal scale questions (Yes, do not care, no), the 5 point Likert scale (from very unimportant 11
Online or Traditional Shopping Method? to very important or strongly disagree to strongly agree) and open-ended questions. The third section goes about the demographics.
Procedure
The collection procedure was divided in two parts. The first part was just approaching potential respondents on the school Patio and kindly asking them if they can fill out the survey questions. Because of the timeframe the data was collected you will not find a lot of students hanging around on the school Patio . Therefore a second part was added to the study. The second part consisted of sign in on msn messenger and randomly selects students from my list of friends. The advantage of using msn messenger was that I could still collect data even at night time. Information about the variables of the dataset are displayed is appendix II. Once I had all the data collected, I went on to enter the data in SPSS for it to be analyzed.
Shopping Method Preference
Characteristics of the respondents
A total of 30 respondents were approached. There were a total of 10 male respondents representing 33.3% and a total of 20 respondents were female which represents 66.7%. Looking at Table 3 we can conclude that most of the respondents (12) are 20 and 22 years old which represents 40% of the sample. The next largest age group is 23 years old which is a total of 5 respondents and represents 16.7 %. Respondents Age Frequency Percentage % 1 3.3 % 6 20.0 % 3 10.0 % 6 20.0 % 5 16.7 % 2 6.7 % 2 6.7 % 3 10.0 % 1 3.3 % 1 3.3 % 30 100 % Online vs. Traditional Shoppers Frequency Percent Yes 18 60% No 12 40% Total 30 100 %
Table 4:Online vs. Traditional Shoppers
Age 19 20 21 22 23 24 25 26 27 28 Total
Table 3: Respondents Age Frequency
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Online or Traditional Shopping Method? Online shoppers are the respondents that answered yes on Q7 (Have you ever shopped online?) and on the other hand traditional shoppers are respondents that answered no. Regarding online shoppers we can see in Table 4 that 60% of the respondents shopped online and 40% did not shop online. By building a crosstab of table 4 and gender we can check who buys more online. Looking at the demographics of online shoppers and traditional shoppers we can see that 60% of both male and female respondents are online shoppers. This go against the study of Korgaonkar and Wolin which showed that men are more likely to shop online or use online services online than woman (Korgaonkar & Wolin, 1999). Online vs. Traditional compared by gender YES NO Total Male 6 4 10 60% 40% 100% Female 12 8 20 60% 40% 100% Total 18 12 30 60% 40% 100%
Table 5: Comparing online vs. traditional and gender
Inferential Statistics
Using the literature and the data collected we will answer each and every sub-problem. Sub problem 1: What is the traditional shopping method? The literature stated that the traditional shopping method is the one that you drive from your home to the shopping mall. You will personally look at your item and buy it (Nutt, 2009).
Sub problem 2: What is online shopping? Using the literature again to answer sub problem 2, we can understand that online shopping sitting at the computer and browse for your items via the internet (Nutt, 2009). You do not have to leave your home to go shopping. There are many online stores which provide their goods to the online consumer. Sub problem 3: What are the advantages of online shopping? Online shopping has disadvantages like lost of enjoyment or social interaction (Lee, 2005), privacy issues (Hoffman, Novak, & Peralta, 1999) and credibility of the product information posted (Fogg & Tseng, 1999). Those are just a couple of disadvantages found in the literature. But online shopping has many
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Online or Traditional Shopping Method? advantages. Looking at table 6 we can see that product availability is a great advantage of shopping online. Why do you shop online Better Price Easy Access Product Availability Product Variety Saves Time Total
Table 6: Why do respondents shop online?
Frequency 2 2 10 1 4 30
Percent 6.7% 6.7% 33.3% 3.3% 13.3% 100%
Product variety is also an advantage of shopping online (Lee, 2005). But that does not seem the case when looking at this sample. Only 3.3% shop online because of the variety of products. Online stores have advantages for the owners too. They do not have to hire people to work in stores as the online consumer will help themselves (Limayem, Khalifa, & Frini, 2000). Sub problem 4: What are the factors influencing online shopping? Looking at table 7 in appendix I we can see that the significance level of the factors and online shopping are greater than 0.05 meaning that there is not a significant relationship between the variables. Almost every factor has a positive relationship, only the transaction security factor has a negative relationship. Looking at the results of table 7 we will reject Ho of every hypothesis. Meaning that the factors product pricing, 24 hours shopping, product availability, time saving and product comparison are factors affecting online shopping positively. Sub problem 5: What are the factors influencing traditional shopping? Using the same analysis of sub problem 4, we can conclude that the factor transaction security is one of the factors affecting online shopping negatively (with a Pearson s correlation of -0.219). And if the respondents do not buy online, they will be shopping the traditional way. Sub problem 6: Is traditional shopping safer than online shopping?
Do you trust online shopping? Yes No
Table 7: Do you trust online shopping?
Frequency 17 13
Percentage % 56.7% 43.3%
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Online or Traditional Shopping Method?
Payment Method Frequency Credit Card Debit Card Bank Transfer PayPal Total
Table 8: Payment Method
Percentage 47.4% 21.1% 5.3% 26.3% 100%
9 4 1 5 19
We can see that more than 56.7% trust online shopping but still more than 50% do not use their credit card as payment method. The credit card usage is one of the most vulnerable payment methods. We can say that the traditional shopping method is safer.
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Online or Traditional Shopping Method?
Conclusion
We can conclude that traditional shopping is very different from online shopping. Both methods have their advantages and disadvantages. But there are more students shopping online than the traditional way. Because the stores online offer a better pricing and there is no boundaries for shopping students tend to look online for their shopping items. The transaction security factor is one of the main reasons that not everyone is shopping online. Many online users use a debit card or have a PayPal account to make transactions online. One of the factors that students DO shop online is that the product is not available locally. Looking at the fact that we live on a small island, many students choose to order their things online. So we can conclude that students prefer online shopping than the traditional shopping method.
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Online or Traditional Shopping Method?
Reference
Alam, S. S., Bakar, Z., Ismail, H. B., & Ahsan, N. (2008). Young consumers online shopping: an empirical study. Journal of Internet Business . Anderson, D. R., Sweeney, D. J., & Williams, T. A. (2008). Statistics For Business And Economics (10 ed.). Thomas South-Western. Benedict, G. C., de Ruyter, K., Toñita, P., & Toñita, M. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management , 102-121. Donthu, N., & Garcia, A. (1999). The Internet Shopper. Journal of Advertising Research , 39, 52-58. Egger, F. N. (2000). Trust me, I'm an online vendor: towards a model of trust for e-commerce system designs. CHI '00 Extended Abstracts on Human Factors in Computing systems (pp. 101-2). New York: ACM. Fogg, B. J., & Tseng, H. (1999). The elements of computing credibility. SIGCHI Conference on Human Factors in Computing Systems: the CHI Is the Limit, (pp. 80-87). Pittsburgh. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building Consumer Trust Online. Communications of the ACM , 42 (4), 80-85. Huang, Z., Chung, W., & Chen, H. (2003). A graph model for e-commerce recommender systems. Journal of the American Society for Information Science and technology , 3, 259-74. Kim, M., Kim, J., & Lennon, S. J. (2006). Online service attributes available on apparel retail websites: An E-S-QUAL approach. Managing Service Quality , 16 (1), 51-77. Korgaonkar, P., & Wolin, L. (1999). A Multivariate analysis of Web Usage. Advertising Research , 39 (2), 53-68. Lee, J. (2005). Advantages/Disadvantages. Retrieved April 30, 2010, from Online shopping: https://secure.ocf.berkeley.edu/~jinnie/advantage.html Limayem, M., Khalifa, M., & Frini, A. (2000). What makes Consumers Buy from Internet. Longitudinal Study of Online Shopping , 30 (4), 421-432. McKnight, H., & Macmar, C. (2006). Factors of information credibility for an internet advice site. Proceedings of the 39th Hawaii International Conference on systems Sciences, 6, pp. 113-114. Modahl, M. (1999). Now or Never: How Companies Must Change Today to Win the Battle for Internet Consumers. HarperCollins Publishers.
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Online or Traditional Shopping Method? Nutt, A. (2009, February 2). Traditional Vs. Online Shopping. Retrieved April 5, 2010, from Traditional Vs. Online Shopping: http://www.thefreelibrary.com/_/print/PrintArticle.aspx?id=1073930046 Rajamma, R. K., Paswan, A. K., & Hossain, M. M. (2009). Why do shoppers abandon shopping cart? Journal of Product & Brand Management , 18 (3), 188 197. Schaupp, L. C., & Belanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction. Journal of Electronic Commerce research , 6 (2), 95-111. Swinyard, W. R., & Smith, S. M. (2003). Why People (Don't) Shop Online: A Lifestyle Study of the Internet Consumer. Psychology & Marketing , 20 (7), 567-597. University of The Netherlands Antilles. (2010, March 5). Retrieved April 5, 2010, from University of The Netherlands Antilles: http://www.una.an/ Walther, J. B., Wang, Z., & Loh, T. (2004). The effect of top-level domains and advertisements on health web site credibility. Journal of Medical Internet research , 6 (3), 24-32. Zeithaml, V. (2000). Service quality, profitability and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science , 28 (1), 31-46.
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Online or Traditional Shopping Method?
Appendix
In this section you will find every appendix that belongs to this study.
Appendix I
Correlations Online Shopping Product Compar. Delivery Time 24 hour Shopping Saving Time Product Price Transacti on Security Online Shopping Pearson Correlation Sig. (2-tailed) N Product Compar. Pearson Correlation Sig. (2-tailed) N Delivery Time Pearson Correlation Sig. (2-tailed) N 24 Hour shopping Pearson Correlation Sig. (2-tailed) N Saving Time Pearson Correlation Sig. (2-tailed) N Product Price Pearson Correlation Sig. (2-tailed) N Transacti on Security Pearson Correlation Sig. (2-tailed) N .245 30 .409 30 .555 30 .185 30 .938 30 .002 30 30 .222 30 -.219 .059 30 .156 .054 30 .112 .000 30 .249 .110 30 .015 30 .550
**
1
.112
.165
.258
.331
.230
-.219
.554 30 .112 30 1
.382 30 .515
**
.168 30 .523
**
.074 30 .626
**
.222 30 .348
.245 30 .156
.554 30 .165 30 .515
**
.004 30 1
.003 30 .339
.000 30 .272
.059 30 .355
.409 30 .112
.382 30 .258
.004 30 .523
**
.067 30 .339 30 1
.147 30 .499
**
.054 30 .598
**
.555 30 .249
.168 30 .331
.003 30 .626
**
.067 30 .272 30 .499
**
.005 30 1
.000 30 .298
.185 30 .015
.074 30 .230
.000 30 .348
.147 30 .355
.005 30 .598
**
.110 30 .298 30 1
.938 30 .550**
.002 30 1
**. Correlation is significant at the 0.01 level (2-tailed). Table 9: Correlations
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Online or Traditional Shopping Method?
Appendix II
Questionnaire
This research is conducted to find out the student preference between buying online vs. traditional buying. Please take a few minutes to fill out this survey on the shopping preference of UNA students.
Internet Access
1.
How many hours a day do you spend on the internet? (please select the appropriate one)
Less than 1 hour 1 to 2 hours 3 to 5 hours More than 5 hours
2. Where do you mostly access the internet? At Home At School At Internet café At friends
Shopping
3. How important is accessing shopping websites for you? Very Unimportant Neutral Very Important
4. Do you think that stores should have a shopping websites? Yes Do not care No
5. If the price is the same, would you buy it in stores or online? Stores Do not care Online
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Online or Traditional Shopping Method?
6. Do you trust shopping online? Yes No
7. Have you ever shopped online? (If answer is no, jump to question 10) Yes No
8. How do you pay when you shop online? Credit Card Debit Card Bank Transfer PayPal
9. Why do you shop online? (Most important factor) (after answer, jump to question 11)
10. Why do you NOT shop online? (Most important factor)
11. Transaction security is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
12. Product price is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
13. Saving time is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
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Online or Traditional Shopping Method?
14. 24 hour shopping is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
15. Delivery time is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
16. Product comparison is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
Demographics
17. What is your gender? Male Female
18. What faculty are you attending? SEF TF LAW BSW Arts
19. What is your age?
Thank you for taking the time to fill out the survey.
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Online or Traditional Shopping Method?
Appendix III
This is the dataset file information which contains the variables in the dataset and the values of the variables.
Variable
Position
Label
Variable Information Measurement Column Level Width Nominal Ordinal Nominal Scale Nominal Nominal Nominal Nominal Nominal Nominal Nominal Scale Scale Scale Scale Scale Scale Nominal Nominal Scale 8 8 8 8 8 8 8 8 8 12 15 8 8 8 8 8 8 8 8 8
Alignment
Print Format F8 F8 F8 F8 F8 F8 F8 F8 F8 A50 A50 F8 F8 F8 F8 F8 F8 F8 F8 F2
Write Format F8 F8 F8 F8 F8 F8 F8 F8 F8 A50 A50 F8 F8 F8 F8 F8 F8 F8 F8 F2
ID Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
<none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none>
Right Right Right Right Right Right Right Right Right Left Left Right Right Right Right Right Right Right Right Right
Table 10: Variables in the working file
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Online or Traditional Shopping Method? Variable Values Label Value Less than 1 hour Q13 1 1 to 2 hours 2 3 to 5 hours 3 More than 5 hours 4 Home 5 School Q14 1 Internet Café 2 Friends 3 Very Unimportant 4 Unimportant 5 Neutral Q15 1 Important 2 Very Important 3 Yes 4 Do not Care 5 No Q16 1 Yes 2 Do Not Care 3 No 4 Yes 5 No Q17 1 Yes 2 No Q18 1 Credit Card 2 Debit Card 3 Bank Transfer 4 PayPal 5 Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree
Value Q1 1 2 3 4 Q2 1 2 3 4 Q3 1 2 3 4 5 Q4 1 2 3 Q5 1 2 3 Q6 1 2 Q7 1 2 Q8 1 2 3 4 Q11 1 2 3 4 5 Q12 1 2 3 4 5
Label Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree Male Female SEF TF LAW BSW ARTS
Table 11: Variables Values
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Online or Traditional Shopping Method?
Which one do UNA students prefer?
The purpose of this study is to analyze the traditional shopping method and the online shopping method to conclude which one UNA students prefer. We will also analyze the different factors influencing both methods.
Name: Christopher Benett ProgressID: 1053442 Major: Internet-Based Information Systems Course: Research Writing and Presentation Lecturer: Monique M.B. Emelina-Pieter MBA Date: 30 April, 2010
Online or Traditional Shopping Method?
Table of Contents
Introduction............................................................................................................................................. 4 Importance of Study............................................................................................................................. 4 Purpose of Study .................................................................................................................................. 4 University of the Netherlands Antilles................................................................................................... 5 The Faculty of Law (JF) ..................................................................................................................... 5 The Faculty of Engineering (TF) ........................................................................................................ 5 The Faculty of Social Sciences and Economics (SEF) .......................................................................... 6 The Faculty of Arts (Arts) .................................................................................................................. 6 The Faculty of Social and Behavioral Sciences (BSW) ........................................................................ 6 Delimitations ....................................................................................................................................... 7 Setup of Report .................................................................................................................................... 7 Literature Review..................................................................................................................................... 8 Shopping.............................................................................................................................................. 8 Advantages.......................................................................................................................................... 8 Disadvantages ..................................................................................................................................... 9 Problem Statements and Sub Problems .................................................................................................... 9 Hypotheses ........................................................................................................................................ 10 Methodology ......................................................................................................................................... 11 Participants ....................................................................................................................................... 11 Instruments ....................................................................................................................................... 11 Procedure .......................................................................................................................................... 12 Shopping Method Preference ................................................................................................................. 12 Characteristics of the respondents ..................................................................................................... 12 Inferential Statistics ........................................................................................................................... 13 Conclusion ............................................................................................................................................. 16 Reference .............................................................................................................................................. 17 Appendix ............................................................................................................................................... 19 Appendix I .......................................................................................................................................... 19 Appendix II ......................................................................................................................................... 20
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Online or Traditional Shopping Method? Appendix III ........................................................................................................................................ 23
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Online or Traditional Shopping Method?
Introduction
Shopping is something we do on daily basis. In general there are two ways of shopping, online shopping and the traditional shopping. Modahl study shows that the internet is transforming the economy (Modahl, 1999). E-Commerce is experiencing a rapid growth since the early years (Alam, Bakar, Ismail, & Ahsan, 2008). According to the authors of Young Consumers Online Shopping, AC Nielsen said that there are a lot of people using the internet to shop, more than 627 million of people have shopped online (Alam, Bakar, Ismail, & Ahsan, 2008). The factors that drive consumers to shop on the internet are still unknown to us (Benedict, de Ruyter, Toñita, & Toñita, 2004). In this study we will analyze why people: y Shop online o Sitting at your computer without leaving your home and browse through various online stores to buy what you need (Nutt, 2009). Shop the traditional way o Take a ride in your car to your favorite shopping mall and buy what you want or need (Nutt, 2009).
y
Importance of Study
This study is important because we will analyze which factors are influencing the factors that drive consumers to shop online or keep shopping the normal way. The results can be used by managers that operate in the traditional shopping method environment. It can help them to avoid future financial losses and customer erosion. It can also be used for researches to understand the factors leading to leave the traditional shopping method (Rajamma, Paswan, & Hossain, 2009).
Purpose of Study
The purpose of this study is to collect and analyze information about the UNA students shopping behavior and the factors driving them to such behavior. After we get the results, we can conclude which shopping method the students prefer; Traditional shopping method or the online shopping method.
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Online or Traditional Shopping Method?
University of the Netherlands Antilles
In this section you will find background information about the organization that the study will be taking place at. The organization that the research will be taking place is the University of The Netherlands Antilles (UNA). UNA was founded on January 12, 1979. Currently UNA has five faculties: y y y y y The Faculty of Law (JF) The Faculty of Engineering (TF) The Faculty of Social Sciences and Economics (SEF) The Faculty of Arts (Arts) The Faculty of Social Behavioral Sciences (BSW)
The Faculty of Law (JF)
The Antillean Law is lectured at the Faculty of Law. When a Law student graduates from the Faculty of Law, they will be an all-around jurist. This means that the aspiring jurist can work in many areas. Graduating with a Bachelor of Law and/or Master of Law will enable the jurist to answer the most diverse legal questions with which he is confronted based on his acquired knowledge about our legal system. This course enables the jurist to spread his wings in all sectors of society (University of The Netherlands Antilles, 2010).
The Faculty of Engineering (TF)
The courses given at the Faculty of Engineering are comparable to those of the so-called technical or vocational colleges (technical universities) in the Netherlands. The dean of the Faculty of Engineering is responsible for the general management of the faculty and he is assisted in this by the acting dean (University of The Netherlands Antilles, 2010). The Faculty of Engineering has three main degree programs: y y y Architecture and civil Engineering Information Technology and Electrical Systems Industrial Technology
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Online or Traditional Shopping Method?
The Faculty of Social Sciences and Economics (SEF)
This faculty offers the following programs: y y y y y y y y y Bachelor of Science program Accounting Bachelor of Science in Business Administration Bachelor of Applied Science in International Business Management Bachelor of applied Science in Financial Management Bachelor of Applied science in Marketing Management Bachelor of Applied Science in Business Communication Bachelor of Applied Science in Information Management Bachelor of Applied Science in Fiscal Law & Economics Master of Science Accounting (University of The Netherlands Antilles, 2010)
The Faculty of Arts (Arts)
The faculty of Arts was established in 2001. They started with the Bachelor of Education program for Papiamentu and later on with the languages Dutch, English and Spanish. The Faculty of Arts is one of the youngest faculties of the University. In the past years approximately 30 students have acquired there Bachelor degree in Education (University of The Netherlands Antilles, 2010).
The Faculty of Social and Behavioral Sciences (BSW)
The faculty of Social and Behavioral Sciences is the newest faculty of the University of Netherlands Antilles. The faculty has one main program: Bachelor Social Work with three graduation profiles. 1. Community and Social Judicial Work 2. Assistance in Pedagogic 3. HRM, Personnel and Labor (University of The Netherlands Antilles, 2010)
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Online or Traditional Shopping Method?
Delimitations
This study has also encountered a couple of delimitations. The first one was that I did not take into consideration that the study was held on an island and that product availability was a great factor. One of the survey questions was Why do you shop online? The question was open ended, so the respondents could have answered anything they wanted. Looking at the frequency table below, we can see that 33.3% answered Product Availability .
Why do you shop online?
Answers Better Price Easy Access Product Availability Product Variety Saves Time Total
Table 1: Why do respondents shop online?
Frequency 2 2 10 1 4 30
Valid Percentage (%) 6.7% 6.7% 33.3% 3.3% 13.3% 100%
The second delimitation was the time frame of the data collection. This study was conducted in April. This is the moth that most students will stay home because most of the courses are ending. So if you need to approach students at school, you will not find the desired number of students. The students that you do find will be busy studying or finishing up papers, so they do not have a lot of time spare to fill out your survey.
Setup of Report
The report will be consisting of 8 chapters namely: y Introduction o In this section the study will be introduced to find out about the importance and purpose of the study, the university that the study is being held at and delimitations. Literature Review o In this section we will be reviewing the literature to check what they say about the topic (Online Shopping vs. Traditional Shopping). Problem Statement & Sub Problems o In this section the Problem Statement and Sub Problems will be stated along with the hypotheses. Methodology o In this section of the report you will find information about the participants, the instruments used in this study and the procedure used to approach the respondents.
y
y
y
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Online or Traditional Shopping Method? Results o In this section the hypotheses will be tested to answer every sub problem. Conclusion and Recommendations o In this section I will state the conclusion/findings of the study and recommendations for future studies on this topic. Reference o In this section you will find the reference list of literature used in this study. Appendix o In this section you will find the survey questions and the data file information.
y y
y y
Literature Review
This chapter will provide an in-depth review of the literature. The explanation of online shopping and traditional shopping will be stated in this chapter. The advantage and disadvantages of both methods are also explained in this section.
Shopping
The traditional shopping method is when you step in your car and go personally to the shopping malls. (Nutt, 2009).Online shopping is sitting at your computer without leaving your home and browse through various online stores to buy what you need (Nutt, 2009) .Customer s will not interact personally with a sales person but all the information will be provided through technology such as websites (Zeithaml, 2000).Previous studies compared online shoppers and traditional shoppers. Online shoppers are younger and spend more time on the internet. They are not worried about the security online (Swinyard & Smith, 2003). Donthu and Garcia found out that shoppers that bought online, seeks convenience, innovation, variety and are more risk oriented than traditional shoppers (Donthu & Garcia, 1999).
Advantages
One advantage that online shopping has over the traditional shopping is that product information is available every time you want to (Kim, Kim, & Lennon, 2006). But the amount of product information you can find online can be so large that it can present a challenge to consumers. Online shopping also allows users to buy stuff 24 hours a day from any place (Huang, Chung, & Chen, 2003). Looking from a vantage point of the company owner you can say that they will save big on human resources because there is no need for vendors in the store. The users will be helping themselves by browsing for the product needed. They will also be freed from the pressure because they do not have to buy from the vendor and can make a wiser purchase decision (Limayem, Khalifa, & Frini, 2000). Online shoppers have different products available online, they can browse through products from all around the world without boundaries. They are also able to compare product price and features and chose the one that fully satisfy them (Lee, 2005).
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Online or Traditional Shopping Method?
Disadvantages
Many people went shopping the traditional way to make social connection and enjoyment. By shopping online, that enjoyment is lost because you re shopping alone with no interaction (Lee, 2005). Another disadvantage is the privacy issue. Almost 95% of web users do not provide their personal information when asked (Hoffman, Novak, & Peralta, 1999) Schaupp and Belanger also found that privacy is one of the top concerns of online shoppers (Schaupp & Belanger, 2005).Another disadvantage of online shopping is the information provided. You do not know what the credibility of the information is. We can explain credibility as believing if the sources of information provided is correct (Fogg & Tseng, 1999). Some research shows that consumers do not believe the information that is posted online (McKnight & Macmar, 2006). The lack of credibility is one of the biggest factors that prevent consumers to switch from the traditional method to online method (Egger, 2000). When a consumer feels the source, quality or integrity of the information is doubtful, it is almost impossible to regain that users trust (Fogg & Tseng, 1999). Some study s results show that online shopping s credibility can be affected by y Website Usability Problems y Consumerism y Security Those are factors affecting online shopping (Walther, Wang, & Loh, 2004)
Problem Statements and Sub Problems
The problem statement for this study is: Which shopping method (Online or Traditional) do UNA students prefer? This problem statement will be supported by 6 sub problems. Sub problem 1: What is the traditional shopping method? Sub problem 2: What is online shopping? Sub problem 3: What are the advantages of online shopping? Sub problem 4: What are the factors influencing online shopping? Sub problem 5: What are the factors influencing traditional shopping? Sub problem 6: Is traditional shopping safer than online shopping?
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Online or Traditional Shopping Method?
Hypotheses
To answer the sub-problems and finally the problem statement, we will need to create hypotheses and test them out. The following hypotheses were created:
Ho: There is a relationship between the factor transaction security and online shopping Ha: There is no relationship between the factor transaction security and online shopping Ho: There is a relationship between the factor product price and online shopping Ha: There is no relationship between the factor product price and online shopping Ho: There is a relationship between the factor product availability and online shopping Ha: There is no relationship between the factor product availability and online shopping Ho: There is a relationship between the factor 24 hours shopping and online shopping Ha: There is no relationship between the factor 24 hours shopping and online shopping Ho: There is a relationship between the factor time saving and online shopping Ha: There is no relationship between the factor time saving and online shopping Ho: There is a relationship between the factor product comparison and online shopping Ha: There is no relationship between the factor product comparison and online shopping
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Online or Traditional Shopping Method?
Methodology
In this chapter of the report we will be explaining about the participants, the instruments and the procedure used.
Participants
The study was conducted among 20 female and 10 male participants of the University of the Netherlands Antilles (N=30). The age of the participants ranged from19 to 28 years old with a mean of 22.67 (SD= 2.368). The university consists of five faculties of which all of them will be represented in this study. The amount of students per faculty was divided proportionally according to the total number of students of the last academic year (2008/2009). Calculations are displayed in the table below.
Total Students per Faculty Academic year 2008/2009
Faculties SEF TF JF BSW Arts Total Number of students(N) 1097 374 245 96 379 2191 Percentage (%) 50.07% 17.07% 11.18% 4.38% 17.30% 100% Number of students (n) 15.021 5.121 3.354 1.314 5.19 30 Number of students (Round Up) 15 5 3 2* 5 30
Table 2: Faculties Proportions (*randomly chosen to round up)
Instruments
Information was gathered by studying the literature from online databases such as Emerald and Ebsco. A self-administered questionnaire was also created to collect meaningful data. The questionnaire consists of 3 sections, namely: y y y Internet Access Shopping Demographics
A convenience sampling method was used to get respondents for the questionnaire. Convenience sampling is when you select elements without knowing the probability of them being selected (Anderson, Sweeney, & Williams, 2008). The first section of the questionnaire consists of 2 multiple choice questions of which the respondent will just have to choose the right answer form the options provided. The second section which ask the main questions for the study is a combination of Multiple choice questions, Nominal scale questions (Yes, do not care, no), the 5 point Likert scale (from very unimportant 11
Online or Traditional Shopping Method? to very important or strongly disagree to strongly agree) and open-ended questions. The third section goes about the demographics.
Procedure
The collection procedure was divided in two parts. The first part was just approaching potential respondents on the school Patio and kindly asking them if they can fill out the survey questions. Because of the timeframe the data was collected you will not find a lot of students hanging around on the school Patio . Therefore a second part was added to the study. The second part consisted of sign in on msn messenger and randomly selects students from my list of friends. The advantage of using msn messenger was that I could still collect data even at night time. Information about the variables of the dataset are displayed is appendix II. Once I had all the data collected, I went on to enter the data in SPSS for it to be analyzed.
Shopping Method Preference
Characteristics of the respondents
A total of 30 respondents were approached. There were a total of 10 male respondents representing 33.3% and a total of 20 respondents were female which represents 66.7%. Looking at Table 3 we can conclude that most of the respondents (12) are 20 and 22 years old which represents 40% of the sample. The next largest age group is 23 years old which is a total of 5 respondents and represents 16.7 %. Respondents Age Frequency Percentage % 1 3.3 % 6 20.0 % 3 10.0 % 6 20.0 % 5 16.7 % 2 6.7 % 2 6.7 % 3 10.0 % 1 3.3 % 1 3.3 % 30 100 % Online vs. Traditional Shoppers Frequency Percent Yes 18 60% No 12 40% Total 30 100 %
Table 4:Online vs. Traditional Shoppers
Age 19 20 21 22 23 24 25 26 27 28 Total
Table 3: Respondents Age Frequency
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Online or Traditional Shopping Method? Online shoppers are the respondents that answered yes on Q7 (Have you ever shopped online?) and on the other hand traditional shoppers are respondents that answered no. Regarding online shoppers we can see in Table 4 that 60% of the respondents shopped online and 40% did not shop online. By building a crosstab of table 4 and gender we can check who buys more online. Looking at the demographics of online shoppers and traditional shoppers we can see that 60% of both male and female respondents are online shoppers. This go against the study of Korgaonkar and Wolin which showed that men are more likely to shop online or use online services online than woman (Korgaonkar & Wolin, 1999). Online vs. Traditional compared by gender YES NO Total Male 6 4 10 60% 40% 100% Female 12 8 20 60% 40% 100% Total 18 12 30 60% 40% 100%
Table 5: Comparing online vs. traditional and gender
Inferential Statistics
Using the literature and the data collected we will answer each and every sub-problem. Sub problem 1: What is the traditional shopping method? The literature stated that the traditional shopping method is the one that you drive from your home to the shopping mall. You will personally look at your item and buy it (Nutt, 2009).
Sub problem 2: What is online shopping? Using the literature again to answer sub problem 2, we can understand that online shopping sitting at the computer and browse for your items via the internet (Nutt, 2009). You do not have to leave your home to go shopping. There are many online stores which provide their goods to the online consumer. Sub problem 3: What are the advantages of online shopping? Online shopping has disadvantages like lost of enjoyment or social interaction (Lee, 2005), privacy issues (Hoffman, Novak, & Peralta, 1999) and credibility of the product information posted (Fogg & Tseng, 1999). Those are just a couple of disadvantages found in the literature. But online shopping has many
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Online or Traditional Shopping Method? advantages. Looking at table 6 we can see that product availability is a great advantage of shopping online. Why do you shop online Better Price Easy Access Product Availability Product Variety Saves Time Total
Table 6: Why do respondents shop online?
Frequency 2 2 10 1 4 30
Percent 6.7% 6.7% 33.3% 3.3% 13.3% 100%
Product variety is also an advantage of shopping online (Lee, 2005). But that does not seem the case when looking at this sample. Only 3.3% shop online because of the variety of products. Online stores have advantages for the owners too. They do not have to hire people to work in stores as the online consumer will help themselves (Limayem, Khalifa, & Frini, 2000). Sub problem 4: What are the factors influencing online shopping? Looking at table 7 in appendix I we can see that the significance level of the factors and online shopping are greater than 0.05 meaning that there is not a significant relationship between the variables. Almost every factor has a positive relationship, only the transaction security factor has a negative relationship. Looking at the results of table 7 we will reject Ho of every hypothesis. Meaning that the factors product pricing, 24 hours shopping, product availability, time saving and product comparison are factors affecting online shopping positively. Sub problem 5: What are the factors influencing traditional shopping? Using the same analysis of sub problem 4, we can conclude that the factor transaction security is one of the factors affecting online shopping negatively (with a Pearson s correlation of -0.219). And if the respondents do not buy online, they will be shopping the traditional way. Sub problem 6: Is traditional shopping safer than online shopping?
Do you trust online shopping? Yes No
Table 7: Do you trust online shopping?
Frequency 17 13
Percentage % 56.7% 43.3%
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Online or Traditional Shopping Method?
Payment Method Frequency Credit Card Debit Card Bank Transfer PayPal Total
Table 8: Payment Method
Percentage 47.4% 21.1% 5.3% 26.3% 100%
9 4 1 5 19
We can see that more than 56.7% trust online shopping but still more than 50% do not use their credit card as payment method. The credit card usage is one of the most vulnerable payment methods. We can say that the traditional shopping method is safer.
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Online or Traditional Shopping Method?
Conclusion
We can conclude that traditional shopping is very different from online shopping. Both methods have their advantages and disadvantages. But there are more students shopping online than the traditional way. Because the stores online offer a better pricing and there is no boundaries for shopping students tend to look online for their shopping items. The transaction security factor is one of the main reasons that not everyone is shopping online. Many online users use a debit card or have a PayPal account to make transactions online. One of the factors that students DO shop online is that the product is not available locally. Looking at the fact that we live on a small island, many students choose to order their things online. So we can conclude that students prefer online shopping than the traditional shopping method.
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Online or Traditional Shopping Method?
Reference
Alam, S. S., Bakar, Z., Ismail, H. B., & Ahsan, N. (2008). Young consumers online shopping: an empirical study. Journal of Internet Business . Anderson, D. R., Sweeney, D. J., & Williams, T. A. (2008). Statistics For Business And Economics (10 ed.). Thomas South-Western. Benedict, G. C., de Ruyter, K., Toñita, P., & Toñita, M. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management , 102-121. Donthu, N., & Garcia, A. (1999). The Internet Shopper. Journal of Advertising Research , 39, 52-58. Egger, F. N. (2000). Trust me, I'm an online vendor: towards a model of trust for e-commerce system designs. CHI '00 Extended Abstracts on Human Factors in Computing systems (pp. 101-2). New York: ACM. Fogg, B. J., & Tseng, H. (1999). The elements of computing credibility. SIGCHI Conference on Human Factors in Computing Systems: the CHI Is the Limit, (pp. 80-87). Pittsburgh. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building Consumer Trust Online. Communications of the ACM , 42 (4), 80-85. Huang, Z., Chung, W., & Chen, H. (2003). A graph model for e-commerce recommender systems. Journal of the American Society for Information Science and technology , 3, 259-74. Kim, M., Kim, J., & Lennon, S. J. (2006). Online service attributes available on apparel retail websites: An E-S-QUAL approach. Managing Service Quality , 16 (1), 51-77. Korgaonkar, P., & Wolin, L. (1999). A Multivariate analysis of Web Usage. Advertising Research , 39 (2), 53-68. Lee, J. (2005). Advantages/Disadvantages. Retrieved April 30, 2010, from Online shopping: https://secure.ocf.berkeley.edu/~jinnie/advantage.html Limayem, M., Khalifa, M., & Frini, A. (2000). What makes Consumers Buy from Internet. Longitudinal Study of Online Shopping , 30 (4), 421-432. McKnight, H., & Macmar, C. (2006). Factors of information credibility for an internet advice site. Proceedings of the 39th Hawaii International Conference on systems Sciences, 6, pp. 113-114. Modahl, M. (1999). Now or Never: How Companies Must Change Today to Win the Battle for Internet Consumers. HarperCollins Publishers.
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Online or Traditional Shopping Method? Nutt, A. (2009, February 2). Traditional Vs. Online Shopping. Retrieved April 5, 2010, from Traditional Vs. Online Shopping: http://www.thefreelibrary.com/_/print/PrintArticle.aspx?id=1073930046 Rajamma, R. K., Paswan, A. K., & Hossain, M. M. (2009). Why do shoppers abandon shopping cart? Journal of Product & Brand Management , 18 (3), 188 197. Schaupp, L. C., & Belanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction. Journal of Electronic Commerce research , 6 (2), 95-111. Swinyard, W. R., & Smith, S. M. (2003). Why People (Don't) Shop Online: A Lifestyle Study of the Internet Consumer. Psychology & Marketing , 20 (7), 567-597. University of The Netherlands Antilles. (2010, March 5). Retrieved April 5, 2010, from University of The Netherlands Antilles: http://www.una.an/ Walther, J. B., Wang, Z., & Loh, T. (2004). The effect of top-level domains and advertisements on health web site credibility. Journal of Medical Internet research , 6 (3), 24-32. Zeithaml, V. (2000). Service quality, profitability and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science , 28 (1), 31-46.
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Online or Traditional Shopping Method?
Appendix
In this section you will find every appendix that belongs to this study.
Appendix I
Correlations Online Shopping Product Compar. Delivery Time 24 hour Shopping Saving Time Product Price Transacti on Security Online Shopping Pearson Correlation Sig. (2-tailed) N Product Compar. Pearson Correlation Sig. (2-tailed) N Delivery Time Pearson Correlation Sig. (2-tailed) N 24 Hour shopping Pearson Correlation Sig. (2-tailed) N Saving Time Pearson Correlation Sig. (2-tailed) N Product Price Pearson Correlation Sig. (2-tailed) N Transacti on Security Pearson Correlation Sig. (2-tailed) N .245 30 .409 30 .555 30 .185 30 .938 30 .002 30 30 .222 30 -.219 .059 30 .156 .054 30 .112 .000 30 .249 .110 30 .015 30 .550
**
1
.112
.165
.258
.331
.230
-.219
.554 30 .112 30 1
.382 30 .515
**
.168 30 .523
**
.074 30 .626
**
.222 30 .348
.245 30 .156
.554 30 .165 30 .515
**
.004 30 1
.003 30 .339
.000 30 .272
.059 30 .355
.409 30 .112
.382 30 .258
.004 30 .523
**
.067 30 .339 30 1
.147 30 .499
**
.054 30 .598
**
.555 30 .249
.168 30 .331
.003 30 .626
**
.067 30 .272 30 .499
**
.005 30 1
.000 30 .298
.185 30 .015
.074 30 .230
.000 30 .348
.147 30 .355
.005 30 .598
**
.110 30 .298 30 1
.938 30 .550**
.002 30 1
**. Correlation is significant at the 0.01 level (2-tailed). Table 9: Correlations
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Online or Traditional Shopping Method?
Appendix II
Questionnaire
This research is conducted to find out the student preference between buying online vs. traditional buying. Please take a few minutes to fill out this survey on the shopping preference of UNA students.
Internet Access
1.
How many hours a day do you spend on the internet? (please select the appropriate one)
Less than 1 hour 1 to 2 hours 3 to 5 hours More than 5 hours
2. Where do you mostly access the internet? At Home At School At Internet café At friends
Shopping
3. How important is accessing shopping websites for you? Very Unimportant Neutral Very Important
4. Do you think that stores should have a shopping websites? Yes Do not care No
5. If the price is the same, would you buy it in stores or online? Stores Do not care Online
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Online or Traditional Shopping Method?
6. Do you trust shopping online? Yes No
7. Have you ever shopped online? (If answer is no, jump to question 10) Yes No
8. How do you pay when you shop online? Credit Card Debit Card Bank Transfer PayPal
9. Why do you shop online? (Most important factor) (after answer, jump to question 11)
10. Why do you NOT shop online? (Most important factor)
11. Transaction security is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
12. Product price is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
13. Saving time is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
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Online or Traditional Shopping Method?
14. 24 hour shopping is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
15. Delivery time is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
16. Product comparison is a factor influencing online shopping? Strongly Disagree Neutral Strongly Agree
Demographics
17. What is your gender? Male Female
18. What faculty are you attending? SEF TF LAW BSW Arts
19. What is your age?
Thank you for taking the time to fill out the survey.
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Online or Traditional Shopping Method?
Appendix III
This is the dataset file information which contains the variables in the dataset and the values of the variables.
Variable
Position
Label
Variable Information Measurement Column Level Width Nominal Ordinal Nominal Scale Nominal Nominal Nominal Nominal Nominal Nominal Nominal Scale Scale Scale Scale Scale Scale Nominal Nominal Scale 8 8 8 8 8 8 8 8 8 12 15 8 8 8 8 8 8 8 8 8
Alignment
Print Format F8 F8 F8 F8 F8 F8 F8 F8 F8 A50 A50 F8 F8 F8 F8 F8 F8 F8 F8 F2
Write Format F8 F8 F8 F8 F8 F8 F8 F8 F8 A50 A50 F8 F8 F8 F8 F8 F8 F8 F8 F2
ID Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
<none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none> <none>
Right Right Right Right Right Right Right Right Right Left Left Right Right Right Right Right Right Right Right Right
Table 10: Variables in the working file
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Online or Traditional Shopping Method? Variable Values Label Value Less than 1 hour Q13 1 1 to 2 hours 2 3 to 5 hours 3 More than 5 hours 4 Home 5 School Q14 1 Internet Café 2 Friends 3 Very Unimportant 4 Unimportant 5 Neutral Q15 1 Important 2 Very Important 3 Yes 4 Do not Care 5 No Q16 1 Yes 2 Do Not Care 3 No 4 Yes 5 No Q17 1 Yes 2 No Q18 1 Credit Card 2 Debit Card 3 Bank Transfer 4 PayPal 5 Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree
Value Q1 1 2 3 4 Q2 1 2 3 4 Q3 1 2 3 4 5 Q4 1 2 3 Q5 1 2 3 Q6 1 2 Q7 1 2 Q8 1 2 3 4 Q11 1 2 3 4 5 Q12 1 2 3 4 5
Label Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree Strongly Disagree Disagree Neutral Agree Strongly Agree Male Female SEF TF LAW BSW ARTS
Table 11: Variables Values
24
