Factors Influencing Customer Behaviour towards Online Transaction via Internet: A Preliminary Investigation

By N.R.Dhurgaletchimi Ragava, Mohd Faiz Hilmi and Yanti Mustapha.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The purpose of this study is to measure the perceived level of Culture, Trust, Price, Ease of Use and Usage & Involvement. Furthermore, this study will measure the association between the variables as well as measure the influence of Culture, Trust, Price and Ease of Use on Usage & Involvement. A survey obtained 53 respondents with experiences with the online world. Correlation co-efficient shows that there are significant relationships between several variables. Regression analysis revealed that Culture and Trust significantly influence Usage & Involvement in online transaction by the Internet users. These results offers possibilities of influencing firms into adopting new strategies to approach consumer by focusing on the significant factors and improvising the marketing strategies related to those factors.

Keywords: Marketing, Online Marketing, Internet, Consumer Behavior, Culture, Price, Trust, Ease of Use

International Journal of Knowledge, Culture and Change Management, Volume 11, Issue 2, pp.113-134. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.171MB).

N.R.Dhurgaletchimi Ragava

School of Distance Education, Universiti Sains Malaysia, Bayan Lepas, Penang, Malaysia

Dr. Mohd Faiz Hilmi

Senior Lecturer, School of Distance Education, Universiti Sains Malaysia, Gelugor, Penang, Malaysia

Mohd Faiz Hilmi is currently at the School of Distance Education, Universiti Sains Malaysia. He received his DBA from Universiti Sains Malaysia, MBA from Universiti Utara Malaysia and a B.A. degree from Washington State University. Prior to joining Universiti Sains Malaysia, he had 11 years of multi-functional accomplishments including as IT engineer, IT project/support coordinator, product data specialist and configuration manager in various multinationals corporations. Companies and organizations he has been working with include MCMS, Advanced Micro Devices, Celestica, Intel and Motorola. His areas of research interest include innovation and technology management.

Yanti Mustapha

Lecturer, Department of Business Management, UiTM Kedah, Merbuk, Kedah, Malaysia


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