Title: Exploratory study of buying fish online: are Malaysians ready to adopt online grocery shopping?

Authors: Ezlika Ghazali, Dilip Mutum, Nurul Azlinawatee Mahbob

Addresses: Faculty of Business and Accountancy, Department of Marketing and Information Systems, University of Malaya, 50603 Kuala Lumpur, Malaysia. ' Faculty of International Studies, Department of International Business Management, Universiti Utara Malaysia, Sintok, Kedah, Malaysia. ' Faculty of Business and Accountancy, University of Malaya, Malaysia

Abstract: This study is one of the first attempts to investigate consumer behaviour towards e-groceries shopping in the Malaysian context. It seeks to explore Malaysian consumers| general attitude towards buying fish on the internet. Past studies shows that online shopping has certain advantages as compared to physical shopping. However, this study found that consumers| attitudes are unfavourable to the idea of purchasing fish online. The majority of the respondents agreed with statements used to identify the factors that impede online fish purchasing and disagreed with items measuring factors that influence or motivate online fish purchasing.

Keywords: online shopping; e-shopping; grocery shopping; Malaysia; consumer attitude; fish buying; perishables; online purchasing; e-groceries; consumer behaviour; electronic retailing; e-retailing; e-tailing.

DOI: 10.1504/IJEMR.2006.010096

International Journal of Electronic Marketing and Retailing, 2006 Vol.1 No.1, pp.67 - 82

Published online: 16 Jun 2006 *

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