FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR

14It was also found that respondents were also unwilling to spend much online. Asshown from the Table 3, only 33 percent had spent between RM100 – RM400,while only 16 percent had spent more than RM800. Although some respondentsare already willing to make online transactions, however the amount of moneyspent online is still low. Data in Table 1 also indicate that a low 9 percent havespent between RM401 – RM600. It is apparent that consumers are still unwillingto spend much on online purchase of products or services and this can thus saidthat they were not willing to risk losing money on this new type of transactions.The study also shows that respondents are still considered lighter users of theWeb as they were shown to purchase lesser items. As mentioned byKorgaonkar and Wolin (2002) in terms of Web usage, the lighter users tend topurchase lesser items as compared to the heavier users.When it comes to the frequency of the transactions made, a majority of 34percent reported that they have made transactions less than once per month. 24percent said that they had made transactions between 2 – 5 times while 22percent had transacted 1 – 2 times/ month. The study also showed that therespondents who have made more than 10 transactions were still very low (3percent). Clearly, suggesting that purchasing through cyber ads is still unpopularamongst Internet users and since nearly half of the respondents have onlypurchased less than once a month therefore they can be categorized asoccasional buyers. (http://iml.jou.ufl.edu/projects/Fall02/Kim/measurement.htm)Table 3: Purchasing through cyber adsItemPercentIn the past six months, have you ever purchased products orservices through the cyber ads ? (n=504)13How much would you estimate you have spent with theInternet retailer in the past twelve months (n=63)Less than RM100RM101 – RM400RM401 - RM600RM601 - RM800More than RM800323391016How often have you transacted with the Internet retailer in thepast twelve months ? (n=63)Never 14