Measuring overall convenience of consumers on online shopping and their behavioral intention

Munshi, M.Faris Uddin and Hussain, Hammad and Ahmed, Muneeb and Idress, Amir (2020): Measuring overall convenience of consumers on online shopping and their behavioral intention.

Abstract

The purpose of this research to analyze overall convenience for consumers through online shopping and their behavioral intention towards online customer satisfaction. This study helps people who purchases product and services online because its aim on main factors which create impact on consumers when they buy from web-stores. Moreover, it is also beneficial for the companies and individual who sell their product and services via online.

We used Structural Equation Modeling (SEM) with the sample size of 531. We have collected online survey questionnaire from respondent who are convenient to us from Karachi. The nature of the research is quantitative. The purpose of utilizing quantitative methodology that we are able to focus on variety of data to understand the behavior intention and customer satisfaction of those who engage in online shopping.

The findings of this research shows that what factors managers should focus on to grow their online sales and improves the efficiency of their websites. Managers should be use it to develop strategies for effective and efficient business, enhance these variable in their online shopping process and make the experience convenient and safe for their customers.

Five limitations are available for future studies. First, the data was only collected by 531 respondents. Second, data was collected by respondents living in Karachi, Pakistan. Third, data was collected by respondents that are convenient to us. Fourth, there was limited variable. Fifth, it only perform on SPSS and PLS, no other software used in this research for calculating result and we run only three test on PLS. These limitations, however, provide directions to the researcher.

• Item Type: MPRA Paper
• Language: English
• Keywords: Online shopping, Online customer satisfaction, Online transaction, Cash on delivery, Behavioral intention
• Subjects: I - Health, Education, and Welfare > I2 - Education and Research Institutions > I20 - General; I - Health, Education, and Welfare > I2 - Education and Research Institutions > I23 - Higher Education ; Research Institutions

References

Akhlaq, A., & Ahmed, E. (2015). Digital commerce in emerging economies: Factors associated with online shopping intentions in Pakistan. International Journal of Emerging Markets, 10(4), 634-647.

Ali, M., Puah, C.-H., Ayob, N. and Raza, S.A. (2019), "Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan", British Food Journal, Vol. 122 No. 6, pp. 2021-2043.

Ali, M., Raza, S.A., Qazi, W. and Puah, C.-H. (2018), "Assessing e-learning system in higher education institutes: Evidence from structural equation modelling", Interactive Technology and Smart Education, Vol. 15 No. 1, pp. 59-78.

Bednarz, M. I. C. H. E. L. L. E., & Ponder, N. (2010). Perceptions of retail convenience for in- store and online shoppers. Marketing Management Journal, 20(1), 49-65.

Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.

Hsu, C. L., Chen, M. C., Chang, K. C., & Chao, C. M. (2010). Applying loss aversion to investigate service quality in logistics: A moderating effect of service convenience. International Journal of Operations & Production Management, 30(5), 508-525.

Jiang, L., Jiang, N., & Liu, S. (2011). Consumer perceptions of e-service convenience: an exploratory study. Procedia Environmental Sciences, 11, 406-410.

Jiang, L., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.

Jayawardhena, C., Tiu Wright, L., & Dennis, C. (2007). Consumers online: intentions, orientations and segmentation. International Journal of Retail & Distribution Management, 35(6), 515-526.

Jih, W. J. K. (2009). Service features, customer convenience, and shopping intention in the context of mobile commerce. In Comparison-Shopping Services and Agent Designs (pp. 134-150). IGI Global.

Kundi, G. M., & Shah, B. (2009). IT in Pakistan: Threats & opportunities for eBusiness. The Electronic Journal of Information Systems in Developing Countries, 36(1), 1-31.

Kumar, A., & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 46(3), 247-263.

King, S. F., & Liou, J. S. (2004). A framework for internet channel evaluation. International Journal of Information Management, 24(6), 473-488.

Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers' channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services, 19(2), 186-194.

Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156-173.

Moeller, S., Fassnacht, M., & Ettinger, A. (2009). Retaining customers with shopping convenience. Journal of Relationship Marketing, 8(4), 313-329.

Madlberger, M. (2006). Exogenous and endogenous antecedents of online shopping in a multichannel environment: evidence from a catalog retailer in the German-speaking world. Journal of Electronic Commerce in Organizations (JECO), 4(4), 29-51.

Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & reliability management, 19(3), 246-258.

Mosteller, J., Donthu, N., & Eroglu, S. (2014). The fluent online shopping experience. Journal of Business Research, 67(11), 2486-2493.

Mpinganjira, M. (2015). Online store service convenience, customer satisfaction and behavioural intentions: a focus on utilitarian oriented shoppers. Journal of Economics and Behavioral Studies, 7(1), 36.

Mehmood, S. M., & Najmi, A. (2017). Understanding the impact of service convenience on customer satisfaction in home delivery: evidence from Pakistan. International Journal of Electronic Customer Relationship Management, 11(1), 23-43.

Nazir, S., Colombo, S., Gallace, A., Bordegoni, M., & Manca, D. (2012). Performance comparison of different training methods for industrial operators. In 2012), Human Factors: a view from an integrative perspective,. Proceedings HFES Europe Chapter Conference Toulouse (pp. 235-242).

Ng, M., Fleming, T., Robinson, M., Thomson, B., Graetz, N., Margono, C., ... & Abraham, J. P. (2014). Global, regional, and national prevalence of overweight and obesity in children and adults during 1980–2013: a systematic analysis for the Global Burden of Disease Study 2013. The lancet, 384(9945), 766-781.

Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794-803.

Qazi, W., Raza, S. A., & Khan, K. A. (2020). The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan. International Journal of Knowledge and Learning, 13(3), 246-271.

Qazi, W., Qureshi, J.A., Raza, S.A., Khan, K.A. and Qureshi, M.A. (2020), "Impact of personality traits and university green entrepreneurial support on students' green entrepreneurial intentions: the moderating role of environmental values", Journal of Applied Research in Higher Education, Vol.

Raza, S. A., Qazi, W., & Umer, A. (2017). Facebook is a source of social capital building among university students: evidence from a developing country. Journal of Educational Computing Research, 55(3), 295-322.

Raza, S.A., Najmi, A. and Shah, N. (2018), "Transferring knowledge from universities to organizations by business students: Findings from a developing country", Journal of Workplace Learning, Vol. 30 No. 3, pp. 199-215.

Raza, S.A., Ahmed, R., Ali, M. and Qureshi, M.A. (2019), "Influential factors of Islamic insurance adoption: an extension of theory of planned behavior", Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1497-1515.

Raza, S.A., Umer, A., Qureshi, M.A. and Dahri, A.S. (2020), "Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model", The TQM Journal, Vol. 32 No. 6, pp. 1443-1466.

Raza, S. A., Qazi, W., Khan, K. A., & Salam, J. (2020). Social Isolation and Acceptance of the Learning Management System (LMS) in the time of COVID-19 Pandemic: An Expansion of the UTAUT Model. Journal of Educational Computing Research, 0735633120960421.

Raza, S.A., Qazi, W., Umer, B. and Khan, K.A. (2020), "Influence of social networking sites on life satisfaction among university students: a mediating role of social benefit and social overload", Health Education, Vol. 120 No. 2, pp. 141-164.

Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757.

Roy, S. K., Lassar, W. M., & Shekhar, V. (2016). Convenience and satisfaction: mediation of fairness and quality. The Service Industries Journal, 36(5-6), 239-260.

Sheng, T., & Liu, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty. Nankai business review international, 1(3), 273-283.

Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy?. MIT Sloan Management Review, 41(3), 79.

Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’e-service quality perception, satisfaction and intention. International Journal of Information Management, 30(6), 481-492.

Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34-55.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.