Web-based factors influencing online purchasing in B2C market; view of ICT professional

Abstract

The growing use of internet in Malaysia, especially among information and communication technology (ICT) literate users, provides a huge prospect in Business to Consumers (B2C) market. In this market, if E-marketers know web-based factors influencing online purchasing, then they can develop their marketing strategies to convert potential customers into active one, while retaining existing online customers. Review of previous studies related to web-based factors for online purchasing in B2C market has point out that the conceptualization and empirical validation of the online purchasing behavior of ICT literate users, or ICT professional, in Malaysia has not been addressed. Therefore, this paper attempted to determine web-based factors that online buyers keep in mind when they do online shopping. Based on the extensive literature review, a conceptual framework of 24 items of five factors - website design, fulfillment/reliability, customer service, privacy/security and information quality - was constructed to determine web-based factors influencing online purchasing of ICT literate users. Analysis of data was performed based on the 310 questionnaires, which were collected using a stratified random sampling method from ICT students in a public university in Malaysia. The Exploratory factor analysis performed showed that five web-based factors influencing online purchasing in B2C market are Information Quality, Fulfillment/Reliability/Customer Service, Website Design, Quick and Details, and Privacy/Security. The result of Multiple Regression Analysis indicated that Information Quality, Quick and Details, and Privacy/Security significantly and positively affect online purchase behavior. The results provide a usable model for measuring web-based factors influencing online purchasing in B2C market, as well as for e-marketers to tailor their marketing efforts to assuage online consumers’ anxiety with respect to online purchasing.