In the recent years, the Internet plays a vital role in our daily life. People around the world make use of web daily to find products, entertainment and communication and contact with others, and do business. Due to the emergence of the internet and rapid development, it has a profound and significant impact on the customers purchasing behaviour. Due to the unlimited time and place to use Internet, it also creates a new trend for a group of new consumers. As Windham and Orton (2000) pointed out that people who use the Internet to simplify the consumption process: identifying needs, searching for solutions, resolving problems, buying products and services, and even though answering question are new customers. They can obtain more information, have more choice and also can act with the fewer logistical constraints than ever before. On the other hand, the Internet also creates the opportunities for the business. With the e-business flourishing recently, they should pay more attention to the e-marketing strategy, discover the potential customers around the world and maintain the repeat shoppers on line. It is generally believed that the businesses need to understand the e-customers behaviour, research what will be their preference and then meet their needs. In the customers-oriented business philosophy, the business will be the leader because of touching customers mind in today's competitive market even though in the virtual business world.

It is also important for business to create a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e-performance. Electronic retailers are just as likely to try to affect consumers' shopping behaviour, through atmospherics and service, as brick-and-mortar stores. (Ha and Perks, 2005)

In addition, the variables of influence consumers 'behaviour are not only the e-environment factors but also the internal factors. In this research, it will seek to discover the reason why more and more customers prefer to do shopping on line rather than in the retail shops and what factors will influence the purchase decision-behaviour of the e-shoppers. It is also addressed that one of the fundamental issues of marketing : how to attract and touch the customers' mind in the highly competitive Internet marketplace and analysed the factors affecting the online consumer' s behaviour (Constantinides, 2004).

Literature review

It is evidenced that e-shoppers tended to be concerned mainly with functional and utilitarian considerations in the early e-shopping consumer research (e.g. Brown et al., 2003). As classic 'innovators' (Donthu and Garcia, 1999; Siu and Cheng, 2001), they tended to be more educated (Li et al, 1999), higher socio-economic status (SES) (Tan, 1999), younger than average and it also more likely to be male (Korgaonkar and Wolin, 1999). This suggested that the e-consumer tended to be different from the typical and traditional shopper. On the other hand, this theory is doubted in more recent research. As Jayawardhena et al. (2007) stated that consumer purchase orientations is largely similar to both in the traditional world and on the Internet and it is evidenced that the importance of social interaction (e.g. Parsons, 2002; Rohm and Swaminathan, 2004) and recreational motives (Rohm and Swaminathan, 2004).

Due to the proliferation of online shopping, several studies pay more attention on e-consumer behaviour (Dennis et al., 2004; Harris and Dennis, 2008; Jarvenpaa and Todd 1997). Psychological characteristics , demographics (Brown et al., 2003; Korgaonkar and Wolin, 1999), perceptions of risks and benefits (Bhatnagar and Ghose 2004; Huang et al., 2004; Kolsaker et al., 2004;), shopping motivation (Childers et al. 2001; Johnson et al. 2007; Wolfinbarger and Gilly 2002), and shopping orientation (Jayawardhena et al., 2007; Swaminathan et al., 1999) of e-shoppers was examined by consumer-oriented research (Hoffman and Novak 1996; Lynch and Beck 2001; Novak et al., 2000; Wolfinbarger and Gilly 2002; Xia 2002) The technology approach has examined technical specifications of an online store (Zhou et al., 2007), including interface, design and navigation (Zhang and Von Dran, 2002); payment (Torksadeth and Dhillon, 2002; Liao and Cheung, 2002); information (Palmer, 2002; McKinney et al., 2002); intention to use (Chen and Hitt, 2002); and ease of use (Devaraj et al., 2002; Stern and Stafford, 2006). However, there remains a scarcity of published research that combines the two perspectives even though they do not contradict each other.

As Windham and Orton (2000) pointed that a group of new customers which defined that people who facilitate the consumption process including identifying needs, buying products and services, answering questions, and resolving problems by using the Internet. It is easy to access the countless information sources, innumerable services and products, and greatly extended communities for those customers. The new customer is empowered by the Internet. When they are on the line, they have different attitude and behaviour. Also, by empowering qualities of the Internet, they have a list of preferences that has been shaped (Windham and Orton , 2000).

It is worth to mention that another link between the Web benefits and customer loyalty. The most Web consumers choose to spend on specific Web site; the desired benefits will be delivered when they have a reasonable expectation. It is a significant portion of creating Web customer loyalty to meet e-consumers' expectations by delivering what they aware to be the advantages of shopping on line. It is generally accepted that understanding which key benefits to target customers is the first step to link the customers' loyalty to the business goals.

It is very different between the components of brand loyalty in the virtual world and the real world. In traditional marketing, companies may pay attention to create more esoteric or emotional brand attributes. However, the key issue on line is the site work or not, the fast and easy to use, and delivery what products they are looking for. Ease-of- use and ease-of- navigation to be the e-customers' top standard for Web brand loyalty, along with the familiarity and dependability of the Web site (Windham and Orton, 2000:43).

As Lambert (2000: 12) pointed out that there are four types of e-shoppers in Europe: pionner Internetters, generation next, future buyers, and shopping holders. Well-educated and high income people account for the mainstream group in Europe's online population today. In Europe, British people online is already more mainstream. Their attitude is positive and it is easy to adopt the net for newcomers online. Hence, it is likely to grow easily for online shopping.

According to the analysis data (Chaffey et. al, 2009), it is clearly be seen that consumers are influenced by online media which is key aspect of customer buy behaviour. Many Internet users now looking for and research products online, but they may buy through offline channels such as in-store.

As Ruston pointed (1999) that retail industry predicted that 40% of all shoppers will try online shopping rather than the shopping malls in the nearly future and 15% may become home shopping regulars.

It is discomfort that the actual purchase of goods online from unknown suppliers. The customers cannot test the product and see them before purchasing them and there are also no face-to -face assessment or opinion of the vender. Another vital issue of online shopping is security. The Internet is an open network and can be subject to abuse. It is necessary for customers to think about the security when the payment is being made online (Markham,1998).

Research Question and Aims

The principle objective of this research is to understand the e-customer behaviour and analyze the factors which will affect online shoppers purchasing decision. It will analyze the different variables such as brand experience, brand loyalty, vender familiarity and dependent ability, security and private personal information protected and even though the shopping experience. The affect elements will divide into two parts the environment of the web and customers personal cognition. The aim of the research will find out the behaviour and the characteristics of e-customers. It is also worth to the business who what to start their e-business or develop their e-marketing strategy.

Proposed Methodology

In order to explore that the key factors which affect e-consumers behaviour, it was decided that the best method to explain for this project was the quantitative research and Internet research methods. As the Bryman and Bell (2007) pointed that the main reasons for the measurement in quantitative research. At first, it can help us to delineate fine differences between people in terms of the characteristic in question. It is very useful for researchers to distinguish between people in terms of extreme categories and finer distinctions. Hence, it can help me to make a distinction between different e-customers behaviour. Moreover, the measurement will give a consistent device or yardstick for researchers to making such distinctions. It is namely that a measure should be something that is influenced neither by the timing of its administration nor by the person who administers it. Finally, measurement in quantitative research offers the basis for more exact estimates of the degree of relationship between conc

Proposed Method

The most appropriate technique to collect the data from quantitative will be through the use of self-completion questionnaires, sampling, and structured interviewing. The self- completion questionnaires are also referred to as self-administered questionnaires. It is namely that respondents answer question by completing the questionnaire themselves. It will be mail or post to the respondents. It is also convenient for respondents because they can complete a questionnaire any time and at the speed that they want to go. Questionnaire can be read as whole before answering the first question. The question also can be designed by open or closed question. In this paper, it will design both open and closed question in order to obtain more comprehensive information. The advantage of open questions provides the researchers with a rich array of information. Compared to the advantage of open questions, the closed questions can simply avoid the problem associated with open questions.

A random sample will be incorporated in terms of selecting the participants from the customer base. Although the most basic form of sampling, it gives each unit of the customer base an equal probability of participating within the research. Although there are some limitations to this method of sampling, with possibilities of resulting participants not reflecting the makeup of the customer base; nevertheless with the time restriction on this research, this is the most appropriate method (Bryman and Bell, 2007).

Computer-assisted interviewing is one of the structured interviewing. It is defined that the interviewer just needs to use mouse to answer the question on the computer screen and keep going on next question. It will remove the possibility of interviewers inadvertently asking inappropriate questions or failing to ask ones that should be asked.

In addition, the Internet research methods which involve the use of either the web or online communications, including e-mail, as a platform for gathering data from individuals (Bryman and Bell 2007). It has a lot of advantage of using the Internet research .It is usually more economical in terms of time and money. It can easily to reach large numbers of people and the data can be collected very quickly. In addition, there is no distance problem -the research participant need only be accessible by computer. Hence, it is appreciate research method to collect the e-customers data.

Ethical Issues

Generally, it is obviously that every social research copes with ethical issues. Basically, the data of research will be gathered from people. Hence, the researchers have the responsibility to protect the participants. There are several areas about protecting the participants, including not harm to participants, lack of informed consent, and invasion of privacy. It is usually to have a confidentiality agreement between researchers and participants. It is namely that the researchers can pass the information to the third party. Moreover, it is the duty for academic members to protect the privacy, dignity, well being and freedom of research participants (Bryman and Bell, 2007). In addition, it also has raised new concerns about the confidentiality of private person information. Hence, in order to obtain the effective data from participants, the researchers has the duty to protect their information.


The size of the sample available will be the most serious limitation on this research project .It is limited by the number of questionnaires originally completed. Some data will be unusable for a number of reasons, such as having failed to complete the all questions, or not fitting the open questions. It will dramatically reduce the validity of any findings by reducing reliability from the small groups. Moreover, as Bryman and Bell ( 2007) stated that human judgement will be possible affect the selection process though using not-random samples. In addition, the not comprehensive or inaccurate sample which is derived cannot represent the population. The other limitation is the non-response sample. If the data are available, it may be possible to confirm how far, but when there is non-response, the resulting sample will be different from the population.


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