FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR

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12of gender, the sample was almost evenly divided with the number of femalerespondents (56 percent) slightly higher than that of the males (44 percent). Amajority of the respondents are Malays (77 percent) with 14 percent Chinesefollowed by Indians and others with six and three percent respectively.The response rate of people that have finished upper secondary school is 13percent and lower secondary school is one percent. The respondents in thestudy were primarily involved in the educational field (20 percent), finance (14percent), computer (11 percent), advertising ( 3 percent), insurance (3 percent),telecommunications (2 percent) and various other professions (27 percent).Table 1 shows the detailed information of the profile of the respondents.Table 1:The demographic profile of the respondentsAge (n=497)20 - 2930 - 3940 - 4950 >Sex (n=497)MaleFemaleEthnic (n=497)MalayChineseIndianItems (%)53291444456771463A great number of respondents had a university degree or higher education witha bachelor and Master’s degree with 58 percent and 15 percent respectively. Thestudy shows that fact that this category of people was more familiar with the useof a personal computer, the internet and purchasing through cyber advertising.There is a possibility that they may have use the computer or internet for workrelated activities. There were only two percent of the respondents who havecompleted their Doctoral Degree and only 13 percent respondents who havecompleted their Upper Secondary level.
13Table 2: The demographic profile of the respondentsItems (%)Education (n=487)Lower secondary schoolUpper secondary schoolVocational/ Technical schoolBachelor degreeMaster’s degreeDoctoral degreeOthers (please specify)Profession (n=486)Banking/ FinanceAdvertising/ MarketingPublic RelationsComputers/ ElectronicsEducationInsuranceGovernment/ Public servicesTelecommunicationsOthers1133571538661511569712899131ANALYSIS AND RESULTSThe data from Table 3 indicate that most people are still not buying online orthrough cyber ads. The study found that only 13 percent of the respondentshave purchased good from the Internet through cyber ads. The number wasdefinitely small. However this is not surprising, as previous studies had alsoreported that online purchasing among Malaysians are indeed very low (BeritaHarian, 23 June 2005, Manju et al. 2003). This result is also not uncommon asproven by the research conducted by Donthu and Gracia (1999) who found thatfrom 790 successful interviews that were conducted, only 122 respondents (15percent) were cyber ads shoppers.Although e-commerce was introduced since the 1990s in Malaysia, yet onlinepurchasing is still developing in the country. This being a new practice will needtime for a full adoption process. There is also a possibility that cultural valuesmay be a factor affecting the adoption of purchasing online. As explained byHerbig and Miller (1991) cultures that exhibit large power distance will be lessinnovative and consequently as mentioned by Le Ferle et al. (2002), Malaysiawas ranked as having the most rigidity between superiors and subordinates andthis explained its large power distance. Therefore, there is a possibility that theunwilling to adopt the new online purchasing activity is impacted by the culturalvalues.
Page 2 and 3: 2relationship between marketer and
Page 4 and 5: 4A Roper Starch survey of consumers
Page 6 and 7: 62001 from US $ 3.2 billion in June
Page 8 and 9: 8innovations. Indeed many researche
Page 10 and 11: 10component and the degree of accep
Page 14 and 15: 14It was also found that respondent
Page 16 and 17: 16ThinkingFeelingHighInvolvementInf
Page 18 and 19: 18Table 6: Relationship between cul
Page 20 and 21: 20watching television, shopping, an
Page 22 and 23: 22Korgaonkar, P. & Wolin. L.D. 2002

FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR

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